{"id":4164,"date":"2021-09-13T20:35:26","date_gmt":"2021-09-14T01:35:26","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4164"},"modified":"2021-10-24T20:37:53","modified_gmt":"2021-10-25T01:37:53","slug":"solo-el-32-de-peruanos-compraria-productos-de-consumo-masivo-via-online-el-2022-gestion-pe","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2021\/09\/13\/solo-el-32-de-peruanos-compraria-productos-de-consumo-masivo-via-online-el-2022-gestion-pe\/","title":{"rendered":"Gestion.pe"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:25;line-height:1.32;\">Solo el 32% de peruanos comprar\u00eda productos de consumo masivo v\u00eda online el 2022<\/h3><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-text fusion-text-1\"><p>Con la llegada de la pandemia, los peruanos se vieron en la necesidad de pasar mayor tiempo en casa y esto los motiv\u00f3 a realizar compras de productos y servicios v\u00eda e-Commerce. Sin embargo, ahora ante el avance de la vacunaci\u00f3n contra la COVID-19 el porcentaje de estos habr\u00eda disminuido.<\/p>\n<p>Una de las categor\u00edas m\u00e1s afectada ser\u00eda la de consumo masivo (alimentos, cuidado personal, cuidado del hogar). Y es que solo el 32% de peruanos planea seguir comprando estos productos desde casa v\u00eda online el pr\u00f3ximo a\u00f1o, 50 puntos porcentuales menos que este a\u00f1o (82%), seg\u00fan estudio de Offerwise. La poblaci\u00f3n menos dispuesta a comprar son aquellas personas de 45 y 54 a\u00f1os pertenecientes a los segmentos A\/B y C.<\/p>\n<p>Asimismo, solo el 28% de peruanos planea adquirir productos o servicios de telecomunicaciones (telefon\u00eda, Internet, cable, celulares, y otros) por el canal online, cuando este a\u00f1o lo ha hecho el 89%.<\/p>\n<p>Esta menor disposici\u00f3n de compra a trav\u00e9s de canales online responder\u00eda a que la poblaci\u00f3n buscar\u00e1 regresar al canal presencial, propio de la reactivaci\u00f3n econ\u00f3mica, o tambi\u00e9n porque no habr\u00edan tenido una experiencia de compra satisfactoria a trav\u00e9s del e-Commerce.<\/p>\n<blockquote>\n<p><em>\u201cDesde el punto de vista de las empresas, el reducir los tiempos de entrega fue uno de los principales retos al que se enfrentaron ante el inminente desarrollo del canal online y muchas de ellas siguen cambiando con la finalidad de mejorar la experiencia del cliente final. La funci\u00f3n de la \u00faltima milla es fundamental a la hora de valorar las compras a trav\u00e9s del e-Commerce, por ello resulta importante reconocer que esta se puede resolver tambi\u00e9n con medios propios y gesti\u00f3n centralizada\u201d<\/em>, se\u00f1al\u00f3 Willard Manrique, Profesor del \u00c1rea de Direcci\u00f3n Comercial del PAD \u2013 Escuela de Direcci\u00f3n de la Universidad de Piura.<\/p>\n<\/blockquote>\n<p>Por su parte, para la generaci\u00f3n millennial, el consumo masivo ha ido ganando presencia en las plataformas digitales, pero a\u00fan son pocos los que compran a trav\u00e9s de ellas, seg\u00fan el estudio \u201cEl canal digital en la categor\u00eda de consumo masivo\u201d, elaborado por Arellano Consultor\u00eda, 5 de cada 10 millennials peruanos se informan sobre alimentos envasados en canales online, pero solo 3 adquieren el producto por Internet. Mientras que, en la categor\u00eda de cuidado personal, 6 de cada 10 millennials peruanos se informan sobre estos productos en canales digitales, pero solo 3 los compr\u00f3 por este medio.<\/p>\n<blockquote>\n<p><em>\u201cLas restricciones sanitarias a causa de la pandemia permitieron incrementar las compras en l\u00ednea y al mismo tiempo evidenci\u00f3 una gran disminuci\u00f3n de las visitas a tiendas por el temor al contagio. Sin embargo, a<\/em><em> largo plazo, la adecuaci\u00f3n de los canales estar\u00e1 condicionada por los cambios definitivos en los consumidores\u201d, <\/em>finaliz\u00f3 Manrique.<\/p>\n<\/blockquote>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:33px;width:100%;\"><\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#003591;--button_gradient_bottom_color:#003591;--button_gradient_top_color_hover:rgba(24,27,32,0.92);--button_gradient_bottom_color_hover:rgba(24,27,32,0.92);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/gestion.pe\/economia\/solo-el-32-de-peruanos-compraria-productos-de-consumo-masivo-via-online-en-2022-nndc-noticia\/\"><span class=\"fusion-button-text\">revisa la nota completa<\/span><i class=\"fa-angle-right fas button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4165,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[133],"tags":[],"class_list":["post-4164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-notas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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