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Evolución de las tipologías de consumidores ante la sensibilidad al precio 2009-2013


  • Josep-Francesc Valls
  • Elena Petrova
  • Joan Sureda
  • Marisol Castro
  • Mario Raposo
  • Antoni Parera


Desde los orígenes de la era low cost a principios del milenio, el precio ha adquirido un rol superior en la toma de decisiones de los consumidores. Eso ha ocurrido tanto en los períodos expansivos como en los recesivos. De este paper se desprende que en el período 2009-2013 se incrementa la sensibilidad al precio, a caballo de la recesión económica. De modo que se mantiene el segmento de los compradores que buscan valor; aumenta el de los compradores de marcas baratas y los racionales; y decae el de los híbridos. Todo ello desencadena la explosión de las marcas low cost, el acercamiento de los atributos entre las marcas de fabricante y las de distribuidor, las promociones permanentes, e impulsa los canales de descuento, entre otros elementos del nuevo escenario.

Suggested Citation

  • Josep-Francesc Valls & Elena Petrova & Joan Sureda & Marisol Castro & Mario Raposo & Antoni Parera, 2014. "Evolución de las tipologías de consumidores ante la sensibilidad al precio 2009-2013," DOCFRADIS Working Papers 1405, Catedra Fundación Ramón Areces de Distribución Comercial, revised Sep 2014.
  • Handle: RePEc:ovr:docfra:1405

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    More about this item


    Sensibilidad al precio; precios baratos; canal de descuento; precio por valor;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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