Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cerveza en Ecuador año 2015

Abstract

The present study has the purpose of identifying the qualitative dimensions that determine the preference of national brands for the consumption of beer by the consumers of the city of Puyo, at the moment there is no registered information that provides the preferences of the consumers with certain brands of beer. For the development of the present study, techniques of bibliographical collection were used and the descriptive, inductive, analytical and deductive methods were applied. Through the application of surveys to consumers in the locality, having as a result the brand that has the best reception for consumers is the Pilsener, this is demonstrated with loyalty in the brand (23%) first option to buy (38%), and brand loyalty (39%). The research allows the planning of new researches for the benefit of both the companies under study and new companies wishing to enter into the commercialization of beer or its elaboration, as well as topics related to other segments such as tourism or gastronomy.