Groups of individuals who purchase goods and services, classified by age criteria in accordance with the definitions of Baby Boomers, Generation X, Y and Z.
Published in Chapter:
Peruvian Consumer Responses to the Use of Technologies in the Context of COVID-19
Yezelia Danira Caceres Cabana (Universidad Nacional de San Agustín de Arequipa, Peru), David Aguilar del Carpio (Universidad Nacional de San Agustín de Arequipa, Peru), Erika Velásquez Chacón (Universidad Católica San Pablo, Peru), and Juan Mardonio Rivera Medina (Universidad Continental Perú, Peru)
Copyright: © 2021
|Pages: 19
DOI: 10.4018/978-1-7998-6985-6.ch015
Abstract
The pandemic caused by COVID-19 has led many states, in an attempt to control the spread of the virus, to decree social immobilization, which meant the introduction of restrictions on the free movement of people and the opening of shops. This led them to seek new marketing channels for purchases. Among these, ICTs have been important. This is the focus of the analysis in this document. Through surveys and interviews, information was obtained, divided into four age groups, which showed that an important part of the population has had to resort to ICTs to acquire goods and/or pay for services. This change in the way of acquiring had different particularities according to the age group analyzed, with a greater change in the oldest group (56 to 74 years old). It can be concluded that the massification of these tools has generated a change in the ways of acquiring products, and this is likely to transcend the pandemic and these channels will be maintained and strengthened in the future.