Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Cañar, año 2015

Abstract

This research aims to examine and identify the qualitative dimensions and factors that influence the preference of national beer brands of consumers; Considering that currently there is no information to know why regular and non-regular customers prefer a certain brand of beer. In the national market there is an increase of both foreign and domestic beer suppliers; Highlighting among the national to the handcrafted brands whose products offer different qualities of beers, besides the constant changes of the consumer, globalization and marketing; Obliges producers to improve the quality of the drinks in order to stay in a competitive market. For the development of the present work we used bibliographic collection techniques and research methods such as: descriptive, analytical, deductive and inductive; In addition, the application of surveys based on the sample size of the population of the city of Cañar, facilitated obtaining variables that reflected the preference of beer consumption Budweiser presentation in bottle; Demonstrated as the first call option 86%; 54% brand loyalty and 62% brand loyalty