{"id":4612,"date":"2022-08-08T15:40:06","date_gmt":"2022-08-08T20:40:06","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4612"},"modified":"2022-10-28T12:46:12","modified_gmt":"2022-10-28T17:46:12","slug":"que-viene-siendo-permanente-en-el-consumidor","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2022\/08\/08\/que-viene-siendo-permanente-en-el-consumidor\/","title":{"rendered":"\u00bfQu\u00e9 viene siendo permanente en 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\" style=\"--awb-text-transform:none;\"><p><span data-contrast=\"auto\">Los h\u00e1bitos de compra generados durante la crisis sanitaria seguir\u00e1n cambiando. El escenario inflacionario, la fluctuaci\u00f3n del d\u00f3lar, los problemas log\u00edsticos, la a\u00fan fragil cadena de suministros y el encarecimiento del precio de los comodities influenciar\u00e1n en la configuraci\u00f3n de nuevos comportamientos. Por ejemplo, solo en el primer trimestre del 2022, la frecuencia de compra de los hogares peruanos fue de 53.5 veces, 15 veces menos que \u00e9poca pre pandemia, seg\u00fan el Brand Footprint 2022 de Kantar Division Worldpanel.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Entre agosto de 2021 y julio de 2022, el <\/span><span data-contrast=\"auto\">\u00cd<\/span><span data-contrast=\"auto\">ndice de Precios al Consumidor de Lima Metropolitana subi\u00f3 en 8.74% anual, manteni\u00e9ndose en un nivel alto.\u00a0 En todo el pa\u00eds, el <\/span><span data-contrast=\"auto\">\u00ed<\/span><span data-contrast=\"auto\">ndice subi\u00f3 en 1%, seg\u00fan report\u00f3 INEI. El pron\u00f3stico inflacionario para el a\u00f1o en curso, llegar\u00eda al 6.8%, seg\u00fan proyecciones del BBVA Research. \u00bfQu\u00e9 desaf\u00edos plantea a la gesti\u00f3n comercial este panorama?<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Si consideramos 2 hallazgos mostrados en el reciente citado estudio de Kantar -la\u00a0 disminuci\u00f3n en la frecuencia de compra (h\u00e1bito nacido en \u00e9poca pand\u00e9mica) y mayores adquisiones de despensa, en m\u00e1s de 10 categor\u00edas- la percepci\u00f3n de la variable de precio-volumen\u201cgrande\u201d se torna cada vez m\u00e1s importante. Esta apuesta por el rendimiento ya se percib\u00eda como preferente desde el 2018, seg\u00fan indic\u00f3 el Estudio de Nielsen \u201cTendencias del Retail en el Per\u00fa\u201d.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">El encarecimiento de productos afecta la frecuencia y calidad de compra; por lo que los sustitutos o la elecci\u00f3n de otras alternativas -como las crecientes marcas blancas, que en julio del 2021, seg\u00fan Lock y Asociados, crecieron en 14.4% de sus ventas, en todas las categor\u00edas de abarrotes- obligan a la gesti\u00f3n comercial a ajustar la propuesta de valor, los portafolios y la log\u00edstica en los canales y puntos de venta.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Las decisiones no deben de dejar al margen la vulnerabilidad de la escasez y la fr\u00e1gil cadena de suministros. Reducir la dependencia de proveedores, generar otros puntos de suministros m\u00e1s cercanos geogr\u00e1ficamente, que tomen menos tiempo, entre otras gestiones log\u00edsticas, vienen siendo acciones claves en la gesti\u00f3n de inventarios. Ello se torna estrat\u00e9gico si consideramos que, en mercados como el nuestro, la penetraci\u00f3n viene siendo sin\u00f3nimo de crecimiento: ganar m\u00e1s hogares compradores.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Ante decisiones m\u00e1s racionales e informadas, la lealtad a las marcas se tornar\u00e1 m\u00e1s d\u00e9bil. Ganar \u201cpreferencia\u201d depender\u00e1 de la satisfacci\u00f3n constante de las necesidades, de una propuesta de valor calidad-volumen-precio m\u00e1s significativa; y de aprovechar todas las situaciones de compra y recompra disponibles.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/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":4615,"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":[173],"class_list":["post-4612","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos-de-opinion","tag-agosto2022"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfQu\u00e9 viene siendo permanente en el consumidor? 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