Consumer behavior toward colour cosmetics in Morocco

مقدم أطروحة جامعية

Mukanif, Aminah

مشرف أطروحة جامعية

Hamelin, Nicolas

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2014

الملخص الإنجليزي

In 2012, colour cosmetics demonstrated 8% current value growth to reach Dh 727 million (Euromonitor, 2013).

The present paper aims to understand consumer behavior towards colour cosmetics in Morocco.

The research objective is to determine what motivates Moroccan women to buy the four categories of colour cosmetics, which are Eye Make-up, Facial Make-up, Lip Products, and Nail Products.

Using the theory of planned behavior, this study shows that Attitude and Perceived behavior control (PBC) affect positively consumer intention to buy colour cosmetics.

Besides, this study analyzes the impact of religiosity.

Intrinsic or personal Religiosity does not affect customer intention to purchase cosmetic good while extrinsic religiosity is negatively correlated to the intention to wear color cosmetic.

In addition, the study demonstrates how the different types of media influence female behaviors to buy color cosmetics.

For example, as respondents’ spend more time watching TF1- the first national French channel - where a more natural look is displayed, the intention to buy color cosmetics decreases by 41.6%.

This shows the importance of exposure in customer attitude formation.

Concerning the socio-demographic factors, the study shows that older women mainly with high income are more likely to consider color cosmetics.

Older females are mostly driven by the obsession of looking younger (Gunn and al., 2009)

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

84

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-628769