LIPSTICK EFFECT IN ROMANIA: PROPENSITY TO BUY COSMETICS AND STOCK MARKET EVOLUTIONS
Journal Title: Annales Universitatis Apulensis series Oeconomica - Year 2012, Vol 14, Issue 2
Abstract
Usually, consumer spending declines during recession. Cosmetics seem to disobey this rule; there are evidences to prove that women spending on beauty products increased during the economic turmoil. The scarcity of detailed data regarding this industry makes very hard to test this effect. The present paper tries to overcome the problem, proposing an alternative methodology to analyze if the propensity to buy beauty products, especially lipstick, increased during the last economic crisis. More exactly, we use the normalized number of individuals searching from Romania the world “ruj” (lipstick) on Google as a proxy of aggregate weekly propensity to buy these products and we investigate if BET evolutions (as a proxy for the financial turmoil) are inversely correlated with it. The results drawn from the empirical analysis show the presence of such an inverse correlation on the Romanian market. The decision to buy cosmetics and especially lipstick (a product that instantly change the person imagine and could serve as a rapid mood enhancer) seems to be driven by psychological factors and less by rational ones.
Authors and Affiliations
Murgea Aurora
Keywords
Related Articles
- EP ID EP130386
- DOI -
- Views 100
- Downloads 0
ASSESSING PERFORMANCE OF THE SUSTAINABLE SPATIAL DEVELOPMENT: ROMANIAN CASE STUDY
The sustainable development requires to be implementing on the efficiency principles of the sustainable development, which has to be appreciated depending on a benchmark system. This study performs an analysis of the sus...
EFFECTIVE COST ANALYSIS TOOLS OF THE ACTIVITY-BASED COSTING (ABC) METHOD
This article focuses on cost analysis and specific tools of Activity-Based Costing (ABC) method. After presenting the main categories of operating costs of ABC method it is switching to presenting the most important tool...
COMPARATIVE STUDY ON THE EVOLUTION OF LOANS AND DEPOSITS BETWEEN THE ROMANIAN BANK FOR DEVELOPMENT (BRD) – GROUPE SOCIETE GENERALE AND THE ROMANIAN BANKING SYSTEM
Traditionally, banking consists in attracting deposits or other repayable funds from the population and in granting loans. This paper aims to analyze the attracted deposits and the loans granted by BRD – Groupe Societe G...
SUSTAINABILITY IN ACCOUNTING – BASIS: A CONCEPTUAL FRAMEWORK
This paper motivation is to introduce a few guidelines of a model in search for a conceptual framework for sustainability reporting. We are presenting the levels of information reliability witch are derived mainly from a...
ECONOMETRIC MODEL FOR ANALYSING THE STRUCTURAL FUNDS ABSORPTION AT REGIONAL LEVEL – SECTORAL OPERATIONAL PROGRAMME HUMAN RESOURCES DEVELOPMENT
An econometric model represents an important tool for simulating the principal mechanisms of economic systems. This could be applied at different scales, namely regional, national and international. When approaching this...