Last Thursday, June 14, the Consumer Trends forum was held for the second consecutive year at the Convention Center of the Hesperia World Trade Center Valencia. At the event, the attendees learned in depth the results of the study of the Venezuelan consumer market conducted by Datanalisis.

The president of Tendencias Digitales and marketing specialist, Carlos Jiménez, opened the forum with a presentation focused on global marketing trends and how they are present in Venezuela. Among those he mentioned the onmicanal communication, the transparency in the messages of the companies, personalization in the service and customer experience, and automation in marketing processes.

He highlighted that Venezuela is the country in Latin America that has the most electronic banking and one of the countries with the biggest electronic commerce markets. In this sense, Jiménez explained that trends generate opportunities, threats and long-term changes.

Next, the economist and specialist in consumer market analysis, Francisco Allen exposed the economic variables that affect consumer confidence in Venezuela and discussed the effects of the economic crisis.

Allen noted that the payment methods have changed, the debit card, transfers and credit cards have become the main methods, indetriment of cash. Also, there has been a growth in the bankization of the country and the frequency of purchases.

To conclude, economist Luis Vicente León analyzed the demographic, socioeconomic and psychographic characteristics that constitute the current consumer profile in Venezuela. He mentioned the reduction of the market, the emigration rates and access to foreign currency as factors that have generated demographic changes in Venezuelan consumers.

The forum was sponsored by: Cerámica Carabobo, Quimicolor, Aguaplus, Ajeven, Notitarde, Nekso, El Nacional, Unión Radio and Ethos.