Consumer behavior and perception of luxury products in Morocco : impact of religiosity, luxury values, subjective norm, and self-concept

مقدم أطروحة جامعية

Moukasse, Sophia

مشرف أطروحة جامعية

Hamelin, Nicolas

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2012

الملخص الإنجليزي

The present paper aims to investigate Moroccans’ perceptions and consumer behavior of luxury.

More specifically, to identify the most relevant factors involved in luxury consumption.

Also to shed light on the importance of luxury values, religiosity, self-concept, and subjective norm to purchasing decision making process.

Attention paid to intention to buy luxury, the present study revealed that brand managers should be aware of the importance of hedonic, perfectionist and social effects of luxury, as well as the influence of entourage in their buying decisions.

The research discovered that Moroccans seek luxury to fulfill their actual self-concept.

So they will look for prestigious products that reflect their personalities.

Further, this paper released the extent to which religiosity is essential in luxury consumption Morocco, religious people are found to intend less to buy luxury.

التخصصات الرئيسية

التسويق

الموضوعات

• المستهلكون
• التسويق
• اتخاذ القرارات
• المواقف
• المغرب
• الكماليات

عدد الصفحات

70

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-629295