Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en el cantón Pasaje provincia de El Oro, año 2015

Abstract

Abstract: This research work was carried out with the objective of analyzing the qualitative dimensions that determine the preference of imported brand for beer consumption in the Passage canton in 2015. Data was collected through a questionnaire of 31 questions applied to 300 people, inhabitants of the Passage canton. The surveys were distributed in 100 surveys for each beer brand (Heineken, Budweiser and Miller). The procedure that was applied was based on inductive, descriptive, analytical and deductive methodology, including two fundamental tools for the analysis of the three beer brands, such as the SWOT and Porter's Matrix. With the data obtained, it was analyzed how the perception of consumers is related to the market and the companies that sell imported beer. By analyzing 9 variables described in the research data sheet, it was established that there is a positive correlation between them. It was found that consumers have a preference for Heineken beer, followed in acceptance was the Budweiser brand and finally the one that had less acceptance was beer.