Exploring consumer behavior for breakfast food in Morocco : the role of product attributes, consumer ethnocentrism and demographic factors

مقدم أطروحة جامعية

Jihane, Laghzali

مشرف أطروحة جامعية

Hamelin, Nicolas

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2010

الملخص الإنجليزي

Large corporations such as Nestle are trying to win over a market that is by nature very traditional and resilient to change that is why practitioners need to assess consumers’ preferences toward traditional or processed food.

This study investigates the breakfast food sector and determines the impact of product attributes, ethnocentrism and demographic factors on consumer’s intention to switch to a western style of breakfast and on their choice of breakfast.

The research revealed that almost half of the respondents have the intention to switch to a western style of breakfast.

The intention to purchase cereals is driven by kids.

Among product attributes tested, taste appeared to be positively correlated with the choice of cereals for BF while factors that discourage cereal consumption relate to the fattening effect of cereals, the perceived more natural Moroccan breakfast as well as the perception of others.

Alternatively, hygiene was found to be negatively correlated to the traditional breakfast which is mainly consumed by adults.

Thus, product attributes do affect consumer behavior in terms of breakfast food while demographic factors and ethnocentrism have no significant influence on the intention to purchase cereals.

However, they do affect consumer’s choice of food since age is positively correlated with the choice of a Moroccan breakfast and negatively correlated with the choice of cereals.

As for income it has a negative relationship with the choice of a traditional breakfast while cereal consumption increases the bigger household size is.

Moreover the older, the less educated and those who prefer the traditional breakfast show ethnocentric tendencies

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

76

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-628525