As a consequence of the protests that have been registered in Peru, some changes have been generated in people’s consumption, assured Katherine Muñoz, professor of the Administration and Marketing career at the UPC.
It is that issues such as social conflicts, the political situation, the crisis that the country is experiencing are considered as “external influences” for consumers. To this is added that, due to the experience that many Peruvians have lived as a result of the pandemic or other problems, they have learned how to handle themselves in moments in which there is panic.
During the protests, for example, in many areas of the country one of the problems that arose is the shortage of products as a result of the road blockades that prevented their transfer. This leads to the fact that if a person was used to consuming a certain item, they have to look for an alternative.
Another variable by which people, in moments of conflict, change their consumption are prices, which in times of crisis tend to increase. In this sense, consumers begin to look for what is best for their pockets and bet on promotions that allow them to save when making their purchases.
“People look for price discounts, the so-called 2×1 (…). There is a reaction to the promotions due to the susceptibility to the price of the products”, pointed out the UPC professor.
These changes also show that the consumer is not loyal to a brand, that is, they have no problem changing it if necessary. This issue, although it was accentuated during the pandemic, in moments of crisis, such as conflicts, it is once again showing force.
“If someone bought a product before, and now they see that another brand is on discount and it’s exactly the category they needed, they automatically change. There is no brand loyalty in Peru and that also occurs because there is a great offer in the market”, he highlighted.
DATA
More and more consumers are betting on “white brands”, that is, those that are owned by a store or supermarket.
The choice of these brands responds, among other things, to a relationship of quality and price of said products offered by the establishments.
