Determinants of consumer demand for perfumes and cosmetics in the local manufacturing content in Russia

The purpose of the study is to identify consumer demand factors for perfume and cosmetics in the context of localization of production in the territory of the Russian Federation. The realization of this objective has led to the following objectives: to show the basis of consumer behavior and demand; To clarify the specifics of consumer demand in the perfume and cosmetics market; To clarify consumer demand factors in the Russian market through representative studies; Clarify the specifics of the localization of the production in the perfume and cosmetics market; Determine the current status and prospects of the Russian market for cosmetics and perfume, and describe the production, export and import of cosmetics and perfumery; Propose and justify a system of indicators for the study; Describe the information base and methodology of the study; To conduct a descriptive analysis of sample statistics; To identify consumer demand factors in the context of localization of production in the Russian Federation; Make recommendations to improve the effectiveness of management strategies. The main findings of the study are available in the conclusion. Two sets of recommendations have been received: recommendations to improve the efficiency of domestic marketing management strategies to stimulate already existing demand; Recommendations to improve the efficiency of domestic product marketing management strategies to shift consumer choices from foreign products to domestic products. The recommendations are divided into three adjusted product categories (makeup, skin and hair care facilities, perfumes) and the market as a whole.