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

Listed author(s):
  • 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.

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File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_yoxrllgsf5_Docfradis_2014_05.pdf
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Paper provided by Catedra Fundación Ramón Areces de Distribución Comercial in its series DOCFRADIS Working Papers with number 1405.

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Length: 34
Date of creation: Sep 2014
Date of revision: Sep 2014
Publication status: published
Handle: RePEc:ovr:docfra:1405
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