Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en la ciudad de Salcedo. Año 2015

Abstract

Abstract; The research project, has as objective the analysis of the qualitative dimensions to determine the consumption preferences of import beer brands on Salcedo city, through variables that influence on the preference about consumption, knowledge and position of the brands. In this research it could conclude, that the favourite brand on Salcedo city is Heineken, with lightly superior percentages on Budweiser. The results showed a low percentage of conscience level, the perceived quality on medium level. The perceived value, brand personality, and organization association, on the same way, due a low knowing of the products, are defined as low percentage value dimensions. There exists a low brand loyalty, and there are not valuations of the brands, without intentions of paying a premium price. On the analysis is not identified a proportional relationship between the variables and the brand value. Therefore, about buying intentions, there are favourable results around a medium level of acceptance, anticipating there is a not develop market to consider to participate in, depending of the interest of the brands to do it.