PL EN


2016 | 303 | 114-133
Article title

The middle eastern market of cosmetics and toiletries: characteristics underlying demand and potential for growth

Content
Title variants
PL
Bliskowschodni rynek kosmetyków: cechy kształtujące popyt i potencjał wzrostu
Languages of publication
EN
Abstracts
EN
The article studies the retail market of beauty and personal care products in the six countries of the Gulf Cooperation Council (GCC). It identifies differentiating characteristics that influence the marketing mix of the 4 Ps. Those identified as critical for the marketing mix are: young population, high rate of expatriates, preference for premium products, influence of Dubai as a retail hub, role of tourism, and several others resulting from cultural conditioning. This study is the first attempt of identifying key factors that shape customer behaviors, underlie the demand, and influence potential of growth in the GCC market.
PL
Celem artykułu jest wskazanie cech, które wyróżniają rynek kosmetyków w sześciu krajach Rady Zatoki Perskiej i opisanie ich wpływu na kompozycję marketingową: produkt, cenę, dystrybucję i promocję. Bahrajn, Kuwejt, Oman, Katar, Arabia Saudyjska i Zjednoczone Emiraty Arabskie od kilku lat są jednym z regionów świata o największej dynamice rozwoju sprzedaży kosmetyków. Region państw Zatoki Perskiej jest rozpatrywany, jako jeden rynek gdyż podzielają one szereg wspólnych cech. Wiele z tych wspólnych cech wyróżnia znacząco ten rynek od innych kluczowych rynków kosmetyków na świecie. Artykuł opisuje szereg czynników społeczno-ekonomicznych, demograficznych i kulturowych, które wpływają na podaż, potencjał wzrostu i zachowania konsumenckie. Jako kluczowe dla kompozycji marketingowej zidentyfikowane zostały: niska średnia wieku, wysoki odsetek emigrantów wśród ludności, duży popyt na kosmetyki luksusowe, znaczenie Dubaju jako ośrodka handlu detalicznego i turystyki oraz kilka innych uwarunkowanych kulturowo.
Year
Volume
303
Pages
114-133
Physical description
Contributors
  • Uniwersytet Ekonomiczny w Poznaniu. Wydział Gospodarki Międzynarodowej. Katedra Zarządzania Międzynarodowego
References
  • Abbas W. (2015), UAE Residents Spend Billions on Personal Care, "Emirates 24/2 News", 23 May, www.emirates247.com/news/emirates (access: 26.07.2016).
  • AlAsoomi M. (2012), A Marginalized Middle Class, "Gulf News", 19 February, www.gulfnews.com/business (access: 9.07.2016).
  • AlMasah Capital Management Limited (2015), GCC Women - Improving the Odds, Dubai.
  • A Scent of Growth: Perfume Market hits $5 Billion in the Middle East (2015), "The Saudi Gazette", 14 April, www.albawaba.com (access: 25.07.2016).
  • Beautyworld Middle East logs Record Visitors (2015), "TradeArabia", June, www.tradearabia.com/news (access: 10.07.2016).
  • Ben-Shabat H., Kassack J., Moriarty M., Torres J. (2015), ATKearney. The 2015 Global Retail Development IndexTM. Global Retail Expansion: An Unstoppable Force, www.atkearney.com (access: 15.06.2015).
  • Cochrane P. (2010), Middle East - Hey, Big Spenders, "Cosmetics Business", 21 October, www.cosmeticsbusiness.com (access: 15.07.2016).
  • Demand for Halal Lifts Growth in Middle Eastern Beauty Market (2013), "Cosmetics Business", 24 July, www.cosmeticsbusiness.com (access: 15.07.2016).
  • Euromonitor International (2016a), Country Report. Beauty and Personal Care in Saudi Arabia, www.euromonitor.com (access: 10.07.2016).
  • Euromonitor International (2016b), Country Report. Beauty and Personal Care in United Arab Emirates, www.euromonitor.com (access: 10.06.2016).
  • Evanschitzky H. et al. (2014), Hedonic Shopping Motivation in Collectivistic and Individualistic Consumer Cultures, "International Journal of Research in Marketing", No. 31, Issue 3, p. 335-338.
  • Gallon V. (2013), Luxury in the Middle East: Kill Off Received Ideas, "Premium BeautyNews. com", www.premiumbeautynews.com (access: 10.07.2016).
  • Grubov L. (2010), The Mystique of Mainstream Middle Eastern Beauty, "Global Cosmetic Industry", http://www.gcimagazine.com/marketstrends/regions/africa-middleeast (access: 10.07.2016).
  • Khraim H.S. (2010), Cosmetics Buying Behavior of Young UEA Female Consumers: The Influence of Demographics, "International Journal of Marketing Studies", Vol. 3, No. 2, p. 123-133.
  • Lacka E. (2014), Culture Dependent Benefits of E-commerce: A Consumer Perspective [w:] E. Lacka, H. Chan, N. Yin, (eds.), E-commerce Platform Acceptance: Suppliers, Retailers and Consumers, Springer, Norwich.
  • Mahajan V. (2012), The Arab World Unbound: Tapping into the Power of 350 Million Consumers, Jossey-Bass, San Francisco.
  • Markaz. Kuwait Financial Centre (2012), GCC Demographic Shift. Intergenerational Risk-transfer at Play, www.markaz.com (access: 23.06.2015).
  • Nydell M. (2012), Understanding Arabs. A Contemporary Guide to Arab Society, Intercultural Press, Boston.
  • PricewaterhouseCoopers (2013), Global Economy Watch December 2013, www.pwc. com/gx/en (access: 23.07.2015).
  • Shehabi N. (2016), Halal Cosmetics Marketplace: A $13 Billion Advantage, "Thomson Reuters", 9 March, www.linkedin.com/pulse (access: 2.07.2016).
  • Sherouk Z. (2016), Korean Beauty Products Becoming Popular in UAE, "Khaleej Times", 18 May, www.khaleejtimes.com/business (access: 9.07.2016).
  • Skincare Products Lead UAE Beauty Market (2014), "TradeArabia", 26 June, www.tradearabia.com/news (access: 10.07.2016).
  • Temporal P. (2011), Islamic Branding and Marketing: Creating A Global Islamic Business, John Wiley&Sons, Singapur.
  • Thomson Reuters (2014), Per capita Spend on Premium Cosmetics in GCC Set to Soar, "Zawya", 9 March, www.zawya.com/mena (access: 25.07.2016).
  • UAE Shoppers Spent $1.64b on Beauty Products in 2015 (2016), "Khaleej Times", 12 March, www.khaleejtimes.com/business (access: 9.07.2016).
  • World Bank (2014): The World Bank Annual Report 2014. Washington, DC. https://openknowledge.worldbank.org/handle/10986/20093 License: CC BY-NCND 3.0 IGO (access: 10.07.2016).
  • Zecic Pivac D. (2015), Firm Foundation. Cosmetics in the GCC, "Business in Qatar and Beyond", 1 April, www.bq-magazine.com (access: 10.07.2016).
  • Zecic Pivac D. (2014), The GCC Duty Free Bonanza, "Business in Qatar and Beyond", 22 November, www.bq-magazine.com (access: 10.07.2016).
  • [www 1] www.statista.com (access: 25.07.2016).
  • [www 2] www.gulfmigration.eu (access: 2.07.2016).
  • [www 3] www.ncsi.gov.om (access: 2.07.2016)
  • [www 4] www.en.wikipedia.org/wiki/Demographics (access: 10.07.2016). BLISKOWSCHODNI
Document Type
Publication order reference
Identifiers
ISSN
2083-8611
YADDA identifier
bwmeta1.element.cejsh-d2a2b86e-4dbf-4f63-a342-1c68b5415ed2
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.