Análisis de las dimensiones cualitativas que determinan la preferencia de marcas nacionales para el consumo de cerveza en la ciudad de Machachi cantón Mejía Provincia de Pichincha año 2015

Abstract

Abstract:The research project of the analysis of the qualitative dimensions that determine the national brand preference for beer consumption in the city of Machachi - Canton Mejia - Pichincha Province in 2015 is carried out to know the impact of the acceptance that the intervention of national manufacturing brands in the described community and provides information to any commercial, research or consumer entity that wishes to establish strategic plans or who is interested in making investments in this market sector in the described location. To analyze the project, the application of a structured survey aimed at the population covered by the study has been considered and thus be able to determine the preferences of consumer brands belonging to the national industry, with which it was possible to obtain that the inhabitants of the Machachi they lean towards the Pilsener brand with 83% loyalty and 99% believe that it is a good purchase, since it has a long-term presence in the market, the price, flavor and ease of acquisition throughout the local territory.