L'Occitane en Provence, an international natural cosmetics brand's position on the Hungarian market

Korcsik Anna (2024) L'Occitane en Provence, an international natural cosmetics brand's position on the Hungarian market. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

	PDF AnnaKorcsik_FinalThesis_2024251.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (3MB)
	PDF Korcsik Anna új BA KM angol bírálati lap BELSŐ.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (141kB)
	PDF Korcsik Anna_k.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (130kB)

Absztrakt (kivonat)

The modern beauty industry shows dynamic landscape shaped by variable consumer preferences at the moment, which to it belongs increasing competition, and the growing influence of sustainability and social responsibility. Understanding the positioning of brands within this context is crucial for both academic exploration and real-world application too.This thesis investigates the market position of L’Occitane en Provence, a leading international natural cosmetics brand on the Hungarian market. The focus is on assessing the brand’s ability to attract and retain customers while adapting to the unique demands of a price-sensitive yet increasingly eco-conscious Hungarian consumer base.The research studies both primary and secondary methodologies to deliver a comprehensive analysis. A central component is the use of an online questionnaire, designed to explore Hungarian consumers’ attitudes towards natural cosmetics and their purchasing behavior, brand loyalty, and environmental awareness. With 125 participants from different demographic groups, the survey gained valuable data on the preferences and behaviors of Hungarian consumers. Key findings include a strong interest in affordable beauty products, a growing openness to sustainable brands, and the significance of brand image in shaping purchasing decisions.A detailed review of relevant literature provides the theoretical foundation for the study, offering insights into consumer behavior, sustainability trends, and competitive dynamics in the natural cosmetics industry. The study incorporates frameworks such as SWOT analysis, the BCG matrix, and Porter’s Five Forces to contextualize L’Occitane’s market position relative to key competitors, including both local and international brands like Ilcsi, LUSH Cosmetics, The Body Shop, and Yves Rocher. These analyses reveal strengths in L’Occitane’s global reputation, commitment to sustainability, and premium product quality. However, they also highlight challenges related to high pricing, limited product range, and intense competition from both established and emerging brands on the Hungarian market.The results emphasize the importance of aligning business strategies with local market characteristics. Hungarian consumers display notable price sensitivity, prioritizing affordability in their purchasing decisions. While L’Occitane’s premium positioning appeals to a specific segment of eco-conscious consumers, the brand faces challenges in expanding its reach to a broader audience. The study also explores the role of environmental awareness in consumer decision-making, noting a positive trend towards sustainability that could be further taken on by brands like L’Occitane. However results also show, that there is a great difference between the positive thoughts about environmental consciousness and the real behavior in the daily actions of consumers.This research makes a meaningful contribution to the discourse on sustainable business practices in the beauty industry. It highlights the need for brands to balance global strategies with local market trends, considering cultural, economic, and environmental factors. For L’Occitane, the findings suggest opportunities to strengthen its market presence in Hungary through targeted initiatives such as strong digital marketing efforts and the good opportunities on the market based on the communities openness towards sustainability.In conclusion, this thesis not only studies the current market position of L’Occitane en Provence in Hungary but also provides meaningful recommendations to grow brand engagement and boost long-term loyalty in the country. By addressing the intersection of consumer behavior, sustainability, and competitive strategy, the study offers valuable insights for stakeholders in the natural cosmetics industry and contributes to a broader understanding of effective brand positioning in a rapidly evolving market.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business marketing, consumers' preferences, market position in Hungary, Natural cosmetics, sustainability
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:21
Utolsó módosítás:	2025. Már. 25. 11:21

Actions (login required)

Tétel nézet