Consumer’s perception of diet products In Morocco

مقدم أطروحة جامعية

Alawi, Jumalah

مشرف أطروحة جامعية

Hamelin, Nicolas

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

الملخص الإنجليزي

The present paper attempts to explore Moroccan consumer’s behavior towards diet products.

On the basis of literature review, a conceptual model of research was conceived to exhibit the factors that can influence consumer’s intention to buy diet products in Morocco.

This intention can be induced by some psychosocial motives as self body’s image and self esteem, external media influences, product attributes and socio demographic factors .

Similarly, the theoretical model displays some blocking factors that prevent people from consuming diet products such as mistrust of information labeling and past dietary habit Thus, we aim to investigate the most important factors that can influence consumer’s uptake and rejection of diet products .In this sense, we want to identify the most significant psychosocial factors, product attributes, external media, and socio demographic factors that advocate consumption of diet products rather than traditional products.

Results reveal that Moroccans tend to be concerned not only about their health but also about their physical appearance and emotional well being.

التخصصات الرئيسية

الصحة العامة

الموضوعات

• التسويق
• المغرب
• النظام الغذائي

عدد الصفحات

76

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-624859