{"id":3035,"date":"2019-11-19T17:58:51","date_gmt":"2019-11-19T22:58:51","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3035"},"modified":"2021-02-16T12:16:56","modified_gmt":"2021-02-16T17:16:56","slug":"el-consumidor-en-coyunturas-complejas","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2019\/11\/19\/el-consumidor-en-coyunturas-complejas\/","title":{"rendered":"\u00bfEl consumidor en coyunturas complejas?"},"content":{"rendered":"
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Latinoam\u00e9rica atraviesa una convulsi\u00f3n social \u2013 pol\u00edtica muy particular. Per\u00fa no es la excepci\u00f3n, aunque de forma m\u00e1s focalizada en algunas regiones del pa\u00eds. El contexto global econ\u00f3mico y la coyuntural local est\u00e1n afectando tambi\u00e9n el comportamiento de consumo. El Instituto Nacional de Estad\u00edstica e Inform\u00e1tica (INEI) inform\u00f3 que en agosto de este a\u00f1o el PBI creci\u00f3 un 3,39%; sin embargo, a\u00fan no se puede estar seguro si esta curva de recuperaci\u00f3n se mantendr\u00e1 y\/o la confianza del ciudadano y el consumidor crecer\u00e1.<\/p>\n

Sin tener esa precisi\u00f3n ya se han venido dando cambios. En setiembre de 2018,\u00a0Nielsen<\/a>\u00a0public\u00f3 el estudio\u00a0Tendencias del Retail, Evoluci\u00f3n del consumo y auge de nuevos formatos,\u00a0<\/em>en el que ya se reflejaban ciertas conductas que se ven\u00edan dando en el consumidor peruano y de Latinoam\u00e9rica. Quiero destacar 3 fundamentales:<\/p>\n

    \n
  1. Los consumidores muestran mayor actitud por el ahorro en gastos de hogar: En Latinoam\u00e9rica ya un 51% hab\u00eda reducido en salidas de entretenimiento; un 49% report\u00f3 menores gastos en ropa nueva; y un 48% precis\u00f3 haber hecho cambios a marcas m\u00e1s econ\u00f3micas. Per\u00fa en dicho estudio ya ten\u00eda un decrecimiento promedio de 5% respecto al 2017 en la canasta familiar; as\u00ed como ca\u00eddas en el consumo de canal tradicional y en la categor\u00eda de bebidas.<\/li>\n<\/ol>\n
      \n
    1. El consumidor peruano comenzaba a apostar por el rendimiento: en 3,5% era la variaci\u00f3n en el 2018 respecto al 2017 en los productos de peso-valor \u201cgrande\u201d. Ya los consumidores en busca del ahorro tanto en canal tradicional como en autoservicios.<\/li>\n<\/ol>\n
        \n
      1. \u00bfC\u00f3mo se comporta un consumidor en una \u00e9poca econ\u00f3mica m\u00e1s compleja? Hay 8 conductas que los peruanos y los latinoamericanos comparte ante \u201ccrisis\u201d. Las 3 primeras las podemos categorizar en conductas de \u201cconsumidor cauteloso\u201d y ser\u00edan: a) calidad de vida secundaria; b) modo de ahorro; c) no gastar m\u00e1s de lo que ganan. Hay conductas cambiantes respecto a los canales de venta: menor lealtad y preferencia en canales emergentes. Un \u00faltimo grupo de acciones que evidencian m\u00e1s valor por el dinero: preferencia por los tama\u00f1os grandes y multipacks, preferencia por marcas de menor precio y por marcas propias.<\/li>\n<\/ol>\n

        Sin duda, este reporte de Nielsen refleja que el comportamiento del consumidor tambi\u00e9n es m\u00e1s complejo y requiere de respuestas m\u00e1s estructuradas a nivel comercial, en canales y productos o servicios. Lo cierto es que valdr\u00e1 la pena ante tiempos m\u00e1s complejos gozar de respuestas m\u00e1s competitivas.<\/p>\n<\/div>\n

        <\/div>\n<\/div>\n<\/div>
        <\/div><\/div><\/div><\/div>
        <\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":3070,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[19],"tags":[30,31,32,33,34,35,36,37],"class_list":["post-3035","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comportamiento-y-tendencias-del-consumidor","tag-ahorro","tag-canales","tag-consumidor-cauteloso","tag-consumidor-peruano","tag-crisis","tag-nielsen","tag-retail","tag-shopper"],"yoast_head":"\n\u00bfEl consumidor en coyunturas complejas? - Willard Manrique<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/willardmanrique.pe\/en\/2019\/11\/19\/el-consumidor-en-coyunturas-complejas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfEl consumidor en coyunturas complejas? 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