Sunscreen purchase intention in Morocco
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2011
English Abstract
Using Ajzen’s (1991) Theory of Planned Behavior (TPB), this study explored the influence of education level and beliefs about quality, price and brand product attributes on Moroccan men and woman’s sunscreen purchase intentions.
Consistent with the TPB, this research confirmed the importance of subjective norms and attitude in shaping sunscreen purchase intention among Moroccans.
In addition quality and brand was found to impact attitude towards buying sunscreen products.
However, contrary to TPB assumptions, results did not reveal any significant relationship between behavioral control and sunscreen purchase intention.
Further, it was found that price and educational level did not influence attitude towards sunscreen purchase intention
Main Subjects
No. of Pages
55
Table of Contents
Table of contents.
Abstract.
[Chapter One] : Introduction
[Chapter Two] : Theoretical framework.
[Chapter Three] : Research framework.
[Chapter Four] : Research methodology.
[Chapter Five] : Data analysis.
[Chapter Six] : Conclusion and discussion.
[Chapter Seven] : Practical implications.
[Chapter Eight] : Limitations.
References.
American Psychological Association (APA)
Halimi, Layla. (2011). Sunscreen purchase intention in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628066
Modern Language Association (MLA)
Halimi, Layla. Sunscreen purchase intention in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2011).
https://search.emarefa.net/detail/BIM-628066
American Medical Association (AMA)
Halimi, Layla. (2011). Sunscreen purchase intention in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628066
Language
English
Data Type
Arab Theses
Record ID
BIM-628066
