Retorna el consumo.
Author | Goodman, Joshua |
Position | Gillette; Coca-Cola; Colgate - Art |
Para este año se estima que el consumo en Argentina debe crecer 6%--el mayor aumento de la región--después de haber caído dramáticamente durante los últimos cuatro años. Aún con el 8.7% de crecimiento de la economía el año pasado, el consumo no había mostrado señales de despertar.
Estas son buenas noticias para compañías como Gillette, Coca-Cola y Colgate. Después de haber abandonado las principales marcas para comprar productos genéricos más económicos, los argentinos regresan a sus hábitos normales de consumo. Según analistas, la cantidad de personas en Buenos Aires que compran sus marcas preferidas se dobló desde 2002. "La compra defensiva se acabó," dice Marcelo Figueira, gerente general de Ifop-Asecom, firma de investigaciones de Argentina.
Las marcas que siguieron fieles a los consumidores durante la época de necesidad son las que se...
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