Marketing analysis of demand for personal care products (by the case of Iran)

Abstract

Russia and Iran are among the many nations which have been severely impacted by COVID-19 both in terms of infections and deaths. While Russian and Iranian citizens share many similar attributes, which can provide immunity to infectious diseases, Iranians have ultimately been blamed for spreading the coronavirus through their alleged careless use of personal hygiene products. This research challenges this notion and investigates the recent history of Iranian purchasing trends regarding high-quality personal hygiene items, which can serve to prevent the spread of the coronavirus. Data have been collected on the import and consumption of global brands of soap, toothpaste, and shampoo during the past 17 years and analyzed to determine the commitment of the Iranian population to hygienic practices. It was noted that in spite of a large price gap between the domestic and global brands, a segment of the Iranian population has continuously and persistently increased their purchase of global brands due to their perceived higher quality and out of a concern for their personal health.