National and international perfume brands sales in Lebanon. (c1996)

Abstract

This study shows that foreign perfumes are still dominant in our rapidly growing perfumery industry. Despite the presence of domestic brands at low prices in the market, the people's buying behavior is oriented towards the purchase of foreign brands. The people's buying behavior is influenced by certain factors which include the product, price, promotion, and packaging, all of which known as the "marketing-mix tools." In this respect two brands have been studied, one of which is foreign and a leader in sales volume in Lebanon: "Jovan Musk" of Coty Products and the other is domestic "Charles muster" also leader in sales volume as far as domestic brands is concerned. This study provides the reasons behind the present performance of domestic perfumes in competing with foreign ones. Conclusions and recommendations are illustrated at the last chapter.