Do Europeans Appreciate the Romanian Cosmetic Products? An Empirical Study
Do Europeans Appreciate the Romanian Cosmetic Products? An Empirical Study

Summary/Abstract: The cosmetic industry is important because it has direct implication on the social field, human psychology, consumer behavior and the quality of life. The European cosmetics market is highly competitive, therefore knowing better the European consumer behavior is necessary in setting the best strategy of a company. The present study attempts to reveal the Europeans perception of the Romanian cosmetics marketing mix and the market share of the Romanian cosmetic products in European Union. The research used the technique of self-administrated questionnaire. We realized the empirical study in 13 European countries. The data has been collected between March and May 2009. The results show that 3.2% of Europeans use frequently and occasionally Romanian cosmetics. The main outcomes are: the market share of the Romanian cosmetic products is low but the respondents who buy Romanian cosmetics stay loyal longer. The Europeans appreciate the price and some elements of product policy: the “functional” characteristics (the product composition, the effects on the skin) and the package. They also consider that the element concerning the communication and distribution policies are very poor

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