{"id":4191,"date":"2021-08-27T21:29:47","date_gmt":"2021-08-28T02:29:47","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4191"},"modified":"2021-10-24T21:32:56","modified_gmt":"2021-10-25T02:32:56","slug":"menos-puede-ser-mas-para-el-consumidor","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2021\/08\/27\/menos-puede-ser-mas-para-el-consumidor\/","title":{"rendered":"\u201cMenos\u201d puede ser \u201cm\u00e1s\u201d para el consumidor"},"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-text fusion-text-1\"><p><em>Por: Willard Manrique, Gerente General de Grupo Crosland<\/em><\/p>\n<p>El sic\u00f3logo norteamericano Barry Schwartz, en su libro <em>La Paradoja de la Elecci\u00f3n<\/em>, plantea que ofrecer una gama amplia de productos causa una sensaci\u00f3n de par\u00e1lisis en el consumidor. Existe una tendencia en estar menos satisfecho con las decisiones que tienen m\u00e1s alternativas en el proceso de elecci\u00f3n. Ello porque al tener, en los \u00faltimos a\u00f1os, una mayor cantidad de opciones entre los productos que habitualmente consume, la persona est\u00e1 obligada a pasar de una decisi\u00f3n generalmente autom\u00e1tica a una compleja, donde no sabe c\u00f3mo diferenciar, qu\u00e9 evaluar, por qu\u00e9 beneficios optar y qu\u00e9 elegir.<\/p>\n<p>Si bien para los consumidores el contar con una variedad de opciones disponibles aumenta su autonom\u00eda y el sentido de libertad, el elegir entre cada vez m\u00e1s productos de una misma categor\u00eda, o incluso, de una misma marca, puede generar m\u00e1s ansiedad que satisfacci\u00f3n.<\/p>\n<p>Dentro de las diversas categor\u00edas de productos, aparecen otras tantas sub-categor\u00edas como es el caso de la leche. Hoy en d\u00eda tenemos a nuestra disposici\u00f3n leche fresca o evaporada y esta puede ser entera, descremada, semi-descremada, sin lactosa, chocolatada, para el desarrollo infantil, de soya, de coco, con avena, sustitutos l\u00e1cteos, y un abrumador etc\u00e9tera. Esto se explica por los esfuerzos de diferentes empresas buscando competir por segmentos de clientes cada vez m\u00e1s espec\u00edficos.<\/p>\n<p>Las tiendas f\u00edsicas no pueden asignar los espacios a toda la oferta disponible ya que deben priorizarlos en funci\u00f3n de la rentabilidad que cada \u00edtem representa. En los canales digitales esta necesidad de administrar el espacio desaparece y ello permite ofrecer muchos m\u00e1s productos. Esto, sumado al acceso a la valoraci\u00f3n y recomendaci\u00f3n de otros usuarios contradice la hip\u00f3tesis de Schwartz, ya que los consumidores toman decisiones mejor informadas y sin mayor ansiedad.<\/p>\n<p>Volviendo al desaf\u00edo de qu\u00e9 productos ofrecer a los clientes en una tienda f\u00edsica, un excelente ejemplo es la cadena de supermercados estadounidense Trader Joe\u2019s. Esta cadena se destaca por ofrecer pocas referencias por categor\u00eda, las que cambian con frecuencia como si se tratara de productos de moda. Invierten en tecnolog\u00eda y sistemas de inteligencia artificial para ayudarlos a elegir los productos a ofrecer. Ello hace que sus clientes se vuelvan apasionados y creen movimientos en redes sociales para fomentar que una tienda se abra en su localidad.<\/p>\n<p>Ponerse en los zapatos del consumidor y facilitarle la decisi\u00f3n es la clave del \u00e9xito; algo muy simple de conceptualizar, pero cada vez m\u00e1s complejo de implementar.<\/p>\n<\/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":4192,"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":[137],"tags":[],"class_list":["post-4191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos-de-opinion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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