Computers and Peripherals in Venezuela

PROSPECTS

High inflation and limited competition will continue to have a negative impact on computers and peripherals

Due to import restrictions, both laptops and tablets posted a volume sales decline in Venezuela in 2018. In spite of a worldwide trend of consumers switching to convertible tablets, product shortages in Venezuela are preventing consumers from freely making choices that satisfy their needs and aspirations, encouraging purchases of equipment based on price and availability.

Sales to public companies set to represent the majority of business volume sales

Business sales accounted for a slightly increased volume share of computers in 2018 compared to in 2017. The increase was driven by laptops due to companies’ focus on small business sales, as retail sales were hampered by shortages and high prices resulted in reduced demand and supply.

The Android operating system continues to lead within tablets in Venezuela

The Android operating system continued to lead within tablets in Venezuela in 2018, followed by Windows, driven by the brand Samsung. Meanwhile, sales of locally produced tablets, such as Síragon and VIT (Venezolana de Industria Technological) were much lower because of reduced availability and limited distribution channels.

COMPETITIVE LANDSCAPE

Hewlett-Packard Development Co leads computers and peripherals in 2018

The company remained strong in 2018 due to its wide distribution strategy and important participation in monitors and printers, which was despite a steady decline in actual volume sales. Competition within desktops was fragmented, as product shortages encouraged consumers to purchase computers in parts from different brands in order to build a complete device.

Computers and peripherals in Venezuela are led by international brands

Small and medium-sized retailers continued to ensure the presence of international brands in Venezuela by directly importing products to meet Venezuelans’ preferences. As a result, sales figures reflected in this research are not necessarily direct sales for multinationals in Venezuela and could include sales initially made abroad.

Advertising is absent

Advertising spending remained marginal for companies in 2018 and is unlikely to have made a strong impact on category sales. Companies made efforts to maintain product availability in the country and focused their resources in that direction, whilst advertising only specific products.

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