{"id":4761,"date":"2023-01-23T17:45:16","date_gmt":"2023-01-23T22:45:16","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4761"},"modified":"2023-01-23T17:55:08","modified_gmt":"2023-01-23T22:55:08","slug":"como-influye-el-canal-de-venta-en-la-percepcion-de-valor-de-un-producto-mercado-negro","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2023\/01\/23\/como-influye-el-canal-de-venta-en-la-percepcion-de-valor-de-un-producto-mercado-negro\/","title":{"rendered":"Mercado Negro"},"content":{"rendered":"
<\/div><\/div>

\u00bfC\u00f3mo influye el canal de venta en la percepci\u00f3n de valor de un producto?<\/h3><\/div>
<\/div>

Por Willard Manrique<\/span><\/b>,
\n<\/span><\/i><\/b>CEO de Grupo Crosland, Profesor del PAD Escuela de Direcci\u00f3n de la Universidad de Piura<\/span>.<\/span><\/i>\u00a0<\/span><\/p>\n

Pese a la contracci\u00f3n econ\u00f3mica global y del mercado del consumo, el mercado mundial de art\u00edculos de lujo crece. As\u00ed lo reporta el informe Bain & Company \u2013 Altagamma Luxury Study. El estudio proyecta que esta industria alcance un valor de 1,4 billones de euros en ingresos por ventas este a\u00f1o. Un 21% por encima de lo alcanzado en el 2021. Al 2030, este sector tendr\u00eda ingresos entre 540 mil o 580 mil millones de euros, un crecimiento del 60% al registrado este a\u00f1o.<\/span>\u00a0<\/span><\/p>\n

\u00bfPor qu\u00e9 incluso en tiempos de incertidumbre hay clientes dispuestos a pagar altos precios por productos y servicios? Para entender el valor que puede llegar a obtener un producto podemos tomar el caso \u201cPayless\u201d, una marca de zapatos de bajo costo, que hizo creer a consumidores e influencers que sus zapatos de 20 d\u00f3lares val\u00edan hasta 20 veces m\u00e1s.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cPalessi\u201d fue la pseudo tienda creada en este experiemento, que invit\u00f3 a 80 influencers, en un centro comercial de Los \u00c1ngeles, a una exclusiva inauguraci\u00f3n de tienda. Cada par de zapatos Payless, fue exhibido de manera sofisticada, minimalista y presentado en un espacio de atm\u00f3sfera suntuosa. Para este suceso hab\u00eda creado las herramientas y plataformas digitales de la marca, de forma que todo sea coherente en el mundo off y online.<\/span>\u00a0<\/span><\/p>\n

En el d\u00eda de la fiesta inaugural, bajo estas condiciones donde se destacaba el espacio, iluminaci\u00f3n y la decoraci\u00f3n en los zapatos, se les pregunt\u00f3 a los influencers: \u00bfCu\u00e1nto pagar\u00edan por cada par de zapatos?. Estos y sus seguidores pagaron precios que les permitieron obtener hasta 1800% de ganancias.\u00a0<\/span>\u00a0<\/span><\/p>\n

Aunque devolvieron el pago a los compradores y les regalaron el par de zapatos, tras informales que eran calzado Payless, la marca evidenci\u00f3 que el canal de venta de un producto influye en la propuesta de valor, afectando la percepci\u00f3n del mismo; y por tanto, el precio que las personas o empresas est\u00e1n dispuestas a pagar por \u00e9l.<\/span>\u00a0<\/span><\/p>\n

El canal de venta aporta elementos que influyen, agregan o restan valor al producto o servicio. Si un producto se encuentra exhibido entre otros de mayor calidad y precio, la percepci\u00f3n de valor del primero aumenta. Esta estrategia de asociaci\u00f3n suele ser empleada por los supermercados para impulsar sus marcas propias, por ejemplo.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Tambi\u00e9n los canales de venta agregan valor al facilitar el acceso a los productos. Habitualmente, las bodegas y tiendas de conveniencia cobran m\u00e1s ya que el cliente valora no tener que desplazarse, lo que se refleja en un mayor precio de venta relativo al de otros canales, tales como los puestos de mercado tradicionales.\u00a0<\/span>\u00a0<\/span><\/p>\n

Para los productos que requieren venta consultiva, el canal aporta asesor\u00eda y servicios conexos, post venta, gesti\u00f3n de garant\u00edas y transmite la reputaci\u00f3n del local a los productos comercializados. Eso se puede ejemplificar en la compra de un autom\u00f3vil.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Los canales de venta facilitan el acceso de los clientes a los productos y\/o servicios, aumentan la confianza en los consumidores y deben alinear la imagen\u00a0 de marca inherente al producto en el punto de venta. El ejemplo de \u201cPalessi\u201d ilustra como los componentes tangibles o intr\u00ednsecos del producto son solo un componente m\u00e1s en la construcci\u00f3n de la percepci\u00f3n de valor del mismo.<\/span><\/p>\n<\/div>

<\/div>
Revisa la nota completa<\/span><\/i><\/a><\/div>
<\/div><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4762,"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":[134],"tags":[],"class_list":["post-4761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"yoast_head":"\nMercado Negro - 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\/2023\/01\/23\/como-influye-el-canal-de-venta-en-la-percepcion-de-valor-de-un-producto-mercado-negro\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mercado Negro - 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