Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en el cantón Salinas, provincia de Santa Elena, año 2015.

Abstract

The purpose of this research is to analyze the qualitative dimensions that determine the preference of imported brand for the consumption of beer in Salinas, province of Santa Elena, for which the direct research is applied through the survey with the purpose of measuring the brand’s conscience, brand’s quality, quality perceived and brand’s association. The strong competition that has experienced the beer’s market in last years, forced companies to product’s innovation, this project will help the companies to give relevant information about the consumer’s tastes and the factors taking into account the customer at the moment of select a beer’s brand. During the research, it utilized a technique of bibliographic collection, the SWOT analysis, Porter’s five forces and applied 300 direct surveys to the consumers, giving as a result that the brand of best preference is Budweiser’s beer (can presentation) with the 66,25%