Análisis de las dimensiones cualitativas para el consumo de cerveza nacional en la ciudad de Riobamba año 2015

Abstract

This analysis deals with the qualitative dimensions that are considered for the preference of brands in the beer market in the city of Riobamba. It should be noted that beer is a drink called moderation because it has a low degree of alcohol, a characteristic that marks a special preference for this product, besides bringing an interesting story, excellent quality, affordable price and a great variety of flavors. The demand for this alcoholic beverage occupies the first place of consumption in Ecuador allowing to be an important segment of the market, so mentioned and carrying out a scientific study, the profile of the consumer was determined according to the analysis of the factors that influence it, the Supply, demand at the national level; As well as the competition within this market and the preference of the brand which allows to obtain information for this qualitative analysis of the brands. According to market strategies such as the SWOT and Matrix of Potter could analyze the national brands which allowed to propose improvements for the companies producing beer. Finally, in order to know the brand preference, the analysis of the variables was carried out through the surveys, which showed the results that allowed the determination of the brand value of the beer in the city of Riobamba