Are branded organic skin care products just a western trend ? : the Moroccan perspective

مقدم أطروحة جامعية

Lakhdari, Fatimah al-Zahra

مشرف أطروحة جامعية

Hamelin, Nicolas

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2015

الملخص الإنجليزي

The research is an investigation on the effect of Organic skin care products on consumer behavior in the Moroccan context.

The analysis is following a quantitative method on consumers using organic cosmetic products.

The research is based on a TRA model (Theory of reasoned action) and follows a logistical regression run through STATA Software.

The study investigated the impact of attitude and subjective norms on the consumer behavior and her intention to buy an organic skin care product.

The results show the important role of subjective norms played in the consumer purchasing behavior of organic skin care products.

Attitude is also predicting the intention to buy the product.

The outcomes support the TRA model.

The thesis provides Moroccan managers with solutions for their marketing strategies to improve their business.

Since attitude has found to have a positive effect on the intention to buy an organic skin care product in Morocco, marketers should base their marketing strategies development on considering the consumer behavior pleasure, sensitivity to the organic products and usefulness in consuming the skin care product

التخصصات الرئيسية

العلوم الاقتصادية والمالية وإدارة الأعمال

عدد الصفحات

72

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-775227