Propuesta de entrada al mercado canadiense para UMA Perú: Apoyando ingresos estables de mujeres artesanas y fortaleciendo la confianza del consumidor a través del canal digital

• Autores: Asto Rupay, Massiel Gloria, Killinger, Valentina, Mirkhosravi, Romina, Ziegler, Rebecca Jennifer
• Formato: tesis de maestría
• Fecha de Publicación: 2025
• Institución: Pontificia Universidad Católica del Perú
• Repositorio: PUCP-Tesis
• Lenguaje: inglés
• OAI Identifier: oai:tesis.pucp.edu.pe:20.500.12404/32263
• Enlace del recurso: http://hdl.handle.net/20.500.12404/32263
• Nivel de acceso: acceso abierto
• Materia: Comportamiento del consumidor; Comercio internacional; Mujeres artesanas; Comercio electrónico; https://purl.org/pe-repo/ocde/ford#5.02.04

UMA Perú, founded in 2019, is a Peruvian social enterprise with the purpose of supporting women artisans from marginalized rural Andean communities by providing market access, fair income and cultural recognition. As these women face numerous challenges including low compensation for their work, reliance on middlemen and a lack of visibility, UMA supports them by connecting them with socially conscious customer. This helps them in preserving their cultural heritage and be economically independent. As UMA plans to expand further in North America by entering the Canadian market, adapting to local customer needs is essential. Research and interviews revealed that Canadian shoppers value authenticity and prefer in-person purchases, as online platforms create insecurities about product origin and social impact. To address this, two user groups representing the artisan women on the one, and the socially conscious customer on the other side were analyzed to reveal their needs. Where artisan women seek fair compensation, independence and respect for her culture, the Canadian customer seeks transparency and evidence for ethical claims. Based on this, the proposed solution includes the implementation of a digital landing page that enables transparent communication about product origin, artisan storytelling and impact measurement. With the integration of a physical product card added to each purchase, that leads to this landing page through a QR Code, customer trust and artisan recognition can be enhanced. This solution builds on UMA’s existing digital infrastructure and can scale across markets, while being financially and socially viable and enhancing customer trust and ethical consumption.