Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cerveza importada en el cantón Durán, Guayas 2015

Abstract

The consumption of beer in the Ecuador is high, could say that beer is the favorite drink of the Ecuadorians. This study will be useful for companies that commercialize imported beers in the Durán canton since based on the elaborate questionnaire it will allow knowing the tastes and preferences of the respondents, as well as to set those variables that favor the brand positioning. In addition will allow them to identify such companies the weaknesses that have to time to sell them, this has been developed a SWOT analysis and an analysis of Porter's competitive forces allowing them to complement strategies to strengthen its presence in the market.