Mahou y Coronitaanálisis comparado del valor de marca para el consumidor español

  1. Calvo-Porral, Cristina
  2. Montes-Solla, Paulino
Revista:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Año de publicación: 2012

Número: 9

Páginas: 3-28

Tipo: Artículo

DOI: 10.17979/REDMA.2012.02.09.4752 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Redmarka: revista académica de marketing aplicado

Resumen

Introducción: El sector cervecero es un sector económico y de actividad fundamental dentro del panorama agroalimentario español, sin embargo existen pocos estudios que analicen el valor de marca de este producto. Objetivos: El presente estudio plantea una aproximación al perfil del consumidor de cerveza español y un análisis del valor de marca de una marca nacional y otra marca importada. Metodología: Se lleva a cabo un estudio cuantitativo a consumidores y se realiza un análisis de las variables del valor de marca, para comparar dos marcas presentes en el mercado español -Mahou y Coronita-. Resultados: Los resultados sugieren una mejor valoración de la marca Coronita por parte de los consumidores españoles. Conclusiones: A la vista de los resultados obtenidos, se puede afirmar que la marca Coronita ha sabido posicionarme adecuadamente en el mercado español, haciendo una oferta de valor para los consumidores.

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