Análisis de las estrategias de comercialización de las cervezas artesanales ecuatorianas.

Abstract

This research corresponds to the analysis of the marketing strategies of craft beer microenterprises in Ecuador, for which a study was carried out to know what are the causes that limit it. Its methodological structure is non-experimental, with an exploratory scope, the method used mainly is deductive, likewise techniques were applied to collect information, the interview for microentrepreneurs and the consumer survey, as an instrument the questionnaire. The sample is probabilistic. Finally, based on the methodology applied, it is concluded that the causes that limit marketing are the lack of advertising and the high cost of the product.