Consumer’s perception of diet products In Morocco

Dissertant

Alawi, Jumalah

Thesis advisor

Hamelin, Nicolas

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

English Abstract

The present paper attempts to explore Moroccan consumer’s behavior towards diet products.

On the basis of literature review, a conceptual model of research was conceived to exhibit the factors that can influence consumer’s intention to buy diet products in Morocco.

This intention can be induced by some psychosocial motives as self body’s image and self esteem, external media influences, product attributes and socio demographic factors .

Similarly, the theoretical model displays some blocking factors that prevent people from consuming diet products such as mistrust of information labeling and past dietary habit Thus, we aim to investigate the most important factors that can influence consumer’s uptake and rejection of diet products .In this sense, we want to identify the most significant psychosocial factors, product attributes, external media, and socio demographic factors that advocate consumption of diet products rather than traditional products.

Results reveal that Moroccans tend to be concerned not only about their health but also about their physical appearance and emotional well being.

Main Subjects

Public Health

Topics

• Marketing
• Morocco
• Regime alimentaire

No. of Pages

76

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-624859