Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cerveza en la ciudad de Quito, año 2015.

Abstract

This investigation has as main objective to analyze the qualitative dimensions that determine the brand preference for the beer consumption in Ecuador. It was made an empirical investigation for getting this objective, it was performed the preference of national brands through secondary information, it was represented for Pilsener, Club, Budweiser (bottle); between the imported brands were Budweiser (can), Miller, Heineken. It was utilized in the research the methods: descriptive for knowing the mart of the beer in Ecuador; inductive in the compilation of information; analytical for recognizing the moody behavior of the consumer; and deductive for identifying the more relevant factors when someone choose a brand of beer. It was applied 300 surveys, that is to say, 100 per brand (100 Heineken, 100 Miller, 100 Budweiser), the results were that 78% of the consumers when speak of beer they think instinctively in Heineken, Miller 55% and canned Budweiser 68%. According to the interviewees there is a difference of flavor between imported canned Budweiser and the bottle produced in the country.