Since 2017, when Peru qualified for the 2018 FIFA World Cup, the favourite sport all over the country, demand for TVs increased, reaching a peak in the first half of 2018. This was one of the key reasons why many families updated their TV sets, moving to HD or 4K technology.
In Peru, labour is usually cheap, compared to Europe or the US, so it is relatively easy to repair electronic equipment when it suffers damage. This is why the replacement rate is much slower than in other markets, which is also supported by lower per capita income.
Kitchen appliances, large and small, are no longer purchased for a lifetime, but have become part of the decoration and therefore follow fashion trends. For years, white or beige appliances predominated, but steel-coloured ones entered the Peruvian market about a decade ago, gaining popularity for their aesthetic appeal.
The biggest competition comes from department stores, supermarkets and hypermarkets. All these channels sell kitchen appliances, large and small, as well as TVs, computers and video games.
Most of the stores that operate in this category offer combinations, ie the sale of two or three items for a single price. Usually combinations include products such as rice cookers, blenders and toasters; or on the other hand hair dryers and hair straighteners.
The same strategies cannot be used for the different economic strata. This is why stores focused on the low and medium-low economic levels compete by granting loans to their customers, who are quickly qualified simply by presenting their ID.
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