Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en el Cantón La Concordia. Año 2015

Abstract

This research allows an analysis of the qualitative dimensions that determine the national brand preference for beer consumption in the Canton La Concordia, province of Santo Domingo for which direct research was applied, through the personal survey for the purpose of measuring, brand conscience, brand quality, perceived quality, and brand association. The methodology applied in the present research was: descriptive, inductive, analytical and deductive, in addition to the use of techniques such as the S.W.O.T. and Porter Matrix and surveys conducted directly to the population from Canton La Concordia. Were used variables such as brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand loyalty, brand value, Willingness to pay premium price, purchase intent. Finally in the verification of the hypotheses, we can affirm that there is a positive acceptance for national brands what produced that the applied variables have a positive, answer in both the national brands.