Mahou y Coronita: analisis comparado del valor de marca para el consumidor español
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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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