Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Quinindé, año 2015

Abstract

The purpose of this study was to analyze the qualitative dimensions that determined the brand preference for beer consumption in the city of Quinindé, for which a descriptive methodology was applied that determined the scenario and the relevant variables that intervened for its election, the analytical that defined and revised orderly the changing behavior influenced by the environment, the deductive in order to identify the most outstanding factors of preference in consumers; and inductive that, from a detailed study process, conclusions were obtained that explained its event. 300 surveys were applied, 100 for each brand; it was determined that the citizen of the city of Quinindé prefers 44% Pilsener beer; followed by the Club 41% and 15% is hosted by the Budweiser. The results show that the factors that influence the consumption of beer in the city of Quinindé are the price, size, quality and presentation of the product; This encourages brands to be increasingly competitive, innovating and proposing products that exceed consumer expectations.