Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en la ciudad de Sangolquí. Año 2015

Abstract

For companies, it is very important to know the elements that give value to their products in order to optimize production and marketing efforts. The following document evaluates qualitative criteria that produce brand value among consumers of imported beer, specifically in the city of Sangolquí, in 2015. Through a descriptive study, brand value evaluations based on market research were conducted, it was established that in the city of Sangolquí there is a predominant presence of three brands of imported beer: Heineken, caned Budweiser and Miller. It was determined that the three brands of beer enjoy a high level of brand loyalty, brand awareness, perceived quality and brand association. Among the general conclusions it was determined that factors such as a dissuasive economic and legal environment, and above all the presence of domestic industrialized beer competition that is concentrated in a single company that monopolizes the greater percentage of the market, make this penetration difficult