Local vs. Global in the beauty aisle

Keltai Gabriella (2025) Local vs. Global in the beauty aisle. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

This thesis investigates how consumers in Hungary navigate the increasingly competitive skincare market, where long-established global brands coexist with rapidly emerging local names. It explores the factors that shape trust, the role of authenticity, and the influence of online and offline shopping experiences.Using qualitative interviews and a quantitative survey, the research reveals that global brands benefit from strong reputations, professional credibility and consistent product performance, while local brands gain advantage through transparency, relatable communication and value alignment.Satisfaction strongly correlates with trust in both brand types, but consumers tend to switch from local brands more quickly after negative experiences. Online platforms serve as key spaces for product discovery and ingredient learning, whereas offline retail provides reassurance for first-time purchases.The findings show that both local and global skincare brands can achieve strong consumer trust, but they must do so through different mechanisms. Trust, authenticity and communication (supported by seamless online–offline experiences) form the basis of long-term loyalty in the Hungarian skincare market.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand authenticity, consumer decision-making, Consumer trust, local vs. global brands, skincare industry
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:43
Utolsó módosítás:	2026. Júl. 09. 11:43

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