Female consumers’ perception of fashion clothing in Morocco

مقدم أطروحة جامعية

Mkhanit, Ibtisam

مشرف أطروحة جامعية

Hamelin, Nicolas

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2011

الملخص الإنجليزي

The purpose of this project is to investigate key factors that influence the shopping behavior or perception of fashion oriented female consumers in order to provide insights for clothing companies such as Zara, Mango and Marwa as they intend to extend their operations in many Moroccan cities.

First, based on evaluative criteria grouped in a four set of characteristics reflected in pragmatic, aesthetic, quality and others, preferences and intention to buy from the aforementioned three brands are being measured.

After reviewing the relevant literature, a conceptual framework composed of five categories of brand personality dimensions is also proposed to guide the development of the analysis and evaluate the reasons why consumers purchase clothes from Zara, Mango or Marwa reflecting the most preferred brand.

In addition, socio-demographic criteria are also reflected in relation to their role in influencing consumers’ clothing purchase intention from these brands.

A section is also devoted to the intention to buy counterfeited clothes and the raisons driving the purchase.

Finally, based on the results, recommendations are provided to the brand managers of Zara, Mango and Marwa in Morocco to emphasize their efforts towards providing or improving the factors that have significant impact on the purchase intentions of the Moroccan women.

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

67

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-628582