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ИССЛЕДОВАНИЕ СЕЗОННЫХ ПАТТЕРНОВ РОССИЙСКОГО ПАРФЮМЕРНОГО РЫНКА: ЭФФЕКТ ПРАЗДНИКОВ
In the conditions of the developing world perfumery market, the relevance of its analysis grows. This work considers Russian perfumery market. The analysis was for the the specificity of demand for perfumery, as well as the features of the dynamics of fluctuations in the shares of the respective firms under the influence of seasonal factors, such as the holidays New Year, 23rd February and 8th March. Due to the conducted research it was possible to establish that the holidays 23rd February and 8th March favorably affect both the growth of shares in perfumery companies and the demand for their products. Possibly, the first is a consequence of the latter. At the same time, New Year holidays most likely have a positive effect only on the demand for perfumery products, but not on the growth of shares. In addition to statistical confirmation of the hypotheses under consideration, this study proposes their theoretical justification. The growth of stock prices may occur both as a result of increasing firms' profits on the holidays eve and possibly due to the growing interest because of the recognition of the main brands...