Análisis de las dimensiones cualitativas que determinan la preferencia de cerveza nacional en el cantón Shushufindi. Año 2016

Abstract

At present the value of a brand is decisive to adopt transcendental commercial strategies in a brewing industry, usual tactics in this type of industry like mergers, acquisitions or transference of property of some marks has allowed a positioning and high degree of concentration in certain countries. Even knowing and quantifying the value of each of the brands it represents allows us to formulate targeted marketing and advertising strategies aimed at improving consumer perception of a particular brand, providing competitive and sustainable advantages over time, transcending its brand value.

In Ecuador, the most recognized brands are Pilsener, Club and Budweiser (presentation in bottle). This variety generates great competition in the market, but also creates a dilemma for the companies responsible for its production and commercialization, for this reason the importance of the present study "Analysis of the qualitative dimensions that determines the preference of national beer in the Shushufindi canton, 2016 ", Aimed at valuing brands from the perspective of consumers in relation to brand recognition, loyalty and perceived quality, thus determining their position in the local market