(Picture: Canva)
Loyalty at risk: 57% of consumers in Peru consider switching brands
Study shows the public is more demanding and seeks real, sustainable connections, challenging companies to go beyond the basics.
Peruvian consumer loyalty is no longer guaranteed. A new market survey has revealed an alarming figure for traditional companies: 57% of Peruvians admit they might abandon the brands they usually buy to try new options.
According to José Oropeza, general manager of Impronta Research, which conducted the study, this is not just about price. The scenario reflects a deep shift in buyer behavior, as consumers now expect much more than just a functional product.
The end of automatic purchasing
In the past, delivering the basics was enough to keep a customer. Today, the reality is different. Oropeza explains that the Peruvian consumer has raised the bar on expectations.
They do not want just a simple commercial exchange. The desire now is for brands that offer a business model that creates bonds. If a company focuses only on the sale and forgets the relationship, it risks being swapped at the first opportunity.
In search of memorable experiences
The study points out that “customer experience” has become the tipping point. The current consumer seeks:
-
Personalized service.
-
Moments that stay in their memory.
-
Brands that understand their specific needs.
However, data shows that companies are failing at this. The “memorable experience” indicator dropped from 57 to 55 points, suggesting that brands are struggling to surprise their audience.
Sustainability is no longer optional
Another decisive factor is social and environmental commitment. The research highlights that 64% of Peruvians already participate in some ecological initiative.
This means sustainability has gone from being a marketing differentiator to a requirement. Six out of ten consumers are sensitive to how brands impact society. When there is no alignment between the customer’s values and the company, the connection breaks.
The drop in perceived value
The survey numbers reveal an erosion in brand image. Several key indicators have suffered a decline:
-
Cost-benefit: The perception that the product is worth the price fell from 59 to 57 points.
-
Brand image: The evaluation of companies’ current image went down from 68 to 66.
-
Connection: Five out of ten Peruvians feel that brands fail to establish a clear purpose that generates engagement.
The success of digital giants
While traditional brands struggle to adapt, some digital platforms have found the formula for success by solving everyday problems efficiently.
The Yape app, for example, already has 15.6 million active users. Its focus on financial inclusion has allowed more than six million people to enter the banking system.
In the delivery sector, PedidosYa doubled its order volume by betting on three pillars: convenience, variety, and speed, without forgetting support for delivery drivers and sustainable initiatives.
Resumo em Português:
Uma pesquisa da Impronta Research revela que 57% dos consumidores peruanos consideram trocar suas marcas habituais, impulsionados por exigências de experiências mais personalizadas e compromisso com a sustentabilidade. Indicadores de valor e imagem de marca sofreram queda, enquanto plataformas digitais como Yape e PedidosYa crescem ao focar na resolução eficiente de necessidades diárias e inclusão financeira.
Resumen en Español:
Una encuesta de Impronta Research revela que el 57% de los consumidores peruanos consideran cambiar sus marcas habituales, impulsados por demandas de experiencias más personalizadas y compromiso con la sostenibilidad. Los indicadores de valor e imagen de marca han caído, mientras que plataformas digitales como Yape y PedidosYa crecen al enfocarse en la resolución eficiente de necesidades diarias y la inclusión financiera.
