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

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.