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

Abstract

Abstract:The present investigation called "Analysis of the qualitative dimensions that determine the preference of the national brand for the consumption of beer in the city of Ibarra year 2015", is part of a national research, whose objective is to identify which national brands are of beer more consumed and preferred by the inhabitants of the city of Ibarra. The theoretical framework of the present investigation, analyzes in the first instance, the demand of Beer in Ecuador, later analysis tools are used as Matrix SWOT, Matrix of Michael Porter and Matrix MEFI. Regarding the methodological framework, the work is descriptive. For the project, it is considered that the universe of study is composed of 30,000 people, according to the statistical formula, it was determined that the study sample is 300 people in Ibarra city, the information was collected by non-probabilistic sampling for convenience. This document becomes a fundamental input to determine the qualitative dimensions that determine the preference of the national brand for beer consumption in Ecuador.