Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Tulcán provincia del Carchi año 2016

Abstract

This research project contains important information on the qualitative dimensions that determine the preference of national brands for the consumption of beer in the city of Tulcán, province of Carchi. In this paper, we present the results of the recent study on the perceptions of national brand beer consumers as elements of brand value and its components. Each of these elements constituting the value of the brand, serves to measure the value of national brands and is structured in relation to the dimensions of brand loyalty, perceived quality, partnerships and brand recognition to which a dimension relative to the Market behavior. The methodology used for this study is the method of analysis of variables, which is very simple, practical and allows tabulating the results in an orderly, consistent and unbiased way, supporting the person in charge of the study to cross-analyze variables from several Perspectives. In this research project, one hundred direct surveys per beer brand were applied to consumers of different ages and social classes. This study confirms that consumers in the city of Tulcán recognize and identify with the product Pilsener for their quality and positioning in the minds of consumers and value the high quality of Club beer