Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cerveza importada en la provincia de Santo Domingo de los Tsáchilas. Año 2017

Abstract

Abstract:The objective of this research work is to analyze the qualitative dimensions that determine the brand preference regarding the consumption of imported beer in the province of Santo Domingo de los Tsáchilas in 2017. Based on the analysis of the following variables: loyalty, awareness, perceived quality, perceived value, brand personality, organizational associations, brand value, willingness to pay a premium price and purchase intention. For this purpose, the exploratory study was used as a research methodology, which allowed to determine that the brands of imported beer preferred by consumers in the province are: Budweiser, Miller and Heineken. The collection of information was carried out through a survey applied to one hundred consumers of each type of brand, reaching a total of 300 surveys. It was concluded that only the brand value of imported beer of greater preference in the province of Santo Domingo de los Tsáchilas was the Budweiser with 45%, followed by the Heineken with 34% and in the last place the Miller brand with 21%.