![](/images/graphics-bg.png)
Female consumers’ perception of fashion clothing in Morocco
مقدم أطروحة جامعية
مشرف أطروحة جامعية
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
عدد الصفحات
67
قائمة المحتويات
Table of contents.
Abstract.
[Chapter One] : Introduction.
[Chapter Two] : Literature review.
[Chapter Three] : Methodology.
[Chapter Four] : Results and analysis.
[Chapter Five] : Discussion of findings.
[Chapter Six] : Conclusion and recommendations.
[Chapter Seven] : Limitations of the study.
References.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Mkhanit, Ibtisam. (2011). Female consumers’ perception of fashion clothing in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628582
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Mkhanit, Ibtisam. Female consumers’ perception of fashion clothing in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2011).
https://search.emarefa.net/detail/BIM-628582
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Mkhanit, Ibtisam. (2011). Female consumers’ perception of fashion clothing in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628582
لغة النص
الإنجليزية
نوع البيانات
رسائل جامعية
رقم السجل
BIM-628582
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
![](/images/ebook-kashef.png)
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر
![](/images/kashef-image.png)