El consumo de Ropa por internet en Perú está por debajo del promedio en comparación a Europa y América. Las mujeres Millennials peruanas prefieren probarse la ropa antes de comprar. El desafío para empresas existentes o nuevas que desean comercializar ropa online, está en neutralizar ciertos factores que interfieren en la decisión de compra de las mujeres Millennials limeñas, haciendo uso de estrategias competitivas y corporativas. Las empresas pueden optar la mejor estrategia identificando los segmentos de clientes potenciales. Para clientes que valoran buenas ofertas, se debe adoptar la estrategia competitiva de “Liderazgo en costos” y como estrategia corporativa "Penetración de mercados". Para los clientes potenciales que prefieren probarse la ropa antes de comprar, se debe seguir una estrategia competitiva de “Diferenciación” y una estrategia corporativa de "Desarrollo de mercados". Todas estas acciones pueden reducir significativamente la desconfianza de las mujeres Millennials de Lima ante el comercio electrónico de ropa. / The clothing consumption by internet in Peru goes below the average compared with Europe and America. Peruvian millennial women prefer to try on clothes before buying them. The challenge for existing and new companies that wish to trade clothing online for millennial women, is to eliminate certain factors that interfere in its development, using tools such as competitive and corporate strategies. Identifying specific groups of potential customers, companies can adopt the best strategy. For people who value a good offer, businesses must adopt “Cost Leadership” as a Competitive Strategy and “Market Penetration” as a Corporate Strategy. For potential customers that prefers to try on the clothes before buying them, companies must follow “Differentiation” as a Competitive and “Market Development” as a Corporate Strategy. All these measures could substantially reduce the mistrust that millennial women from Lima present against clothing e-commerce. / Tesis
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/624072 |
| Date | 14 March 2018 |
| Creators | Camones Jara, Adeline, Gago Tello, Ana Mariel |
| Contributors | Senmache Sarmiento, Ana Elena |
| Publisher | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Source Sets | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Language | Spanish |
| Detected Language | Spanish |
| Type | info:eu-repo/semantics/bachelorThesis |
| Format | application/pdf, application/epub, application/msword |
| Source | Universidad Peruana de Ciencias Aplicadas (UPC), Repositorio Académico - UPC |
| Rights | info:eu-repo/semantics/openAccess, Attribution-NonCommercial-ShareAlike 3.0 United States, http://creativecommons.org/licenses/by-nc-sa/3.0/us/ |
Page generated in 0.0024 seconds