Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Lago Agrio. Año 2016

Abstract

The present work of degree constitutes a valuable visualization tool, which will allow companies of production and commercialization of beer of national manufacture, to identify clearly, and based on a scientific method, the preference in the consumption of its products considering the perceived quality, the brand value, the brand loyalty, the purchase intention, and the consumer's willingness to pay a Premium price; analyzing from the consumer profile in the personal, social, psychological and cultural aspects, using SWOT and Porter matrices, to understand the situational environment; also, presenting the conclusions regarding qualitative dimensions of national brand preference in the city of Lago Agrio; and certain recommendations that allow them to focus their efforts on key aspects, in order to internalize their brands and products in the consumer's conscience; as well as the assurance that at the moment it is not acceptable to launch premium products.