Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en el cantón de Samborondón Provincia del Guayas, Año 2015

Abstract

This research aims to analyze the qualitative dimensions that determine the national brand preference for beer consumption in the canton of Zamborondón province of El Guayas, for which direct research was applied through the personal survey with the Purpose of measuring, brand awareness, brand quality, perceived quality and brand association. The strong competition that the beer market has experienced in recent years, forces companies to innovate their products, this project will help companies by providing relevant information about consumer tastes and factors that takes into account the Customer when choosing a brand of beer. The study concluded that there is extreme competition in the market, however, the product that stands out for its positioning and loyalty is the Pilsener brand, for the quality it offers its customers, an exclusive product, for Its flavor and aroma, identifying and recognizing the Brand