Variables that affect purchase intentions in Moroccan large retailers

Dissertant

Kabbasi, Imani

Thesis advisor

Auam, Tariq
Berrado, Aziz
al-Jarrah, Wafai

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2007

English Abstract

The sector of commerce has known during the last two decades major mutations caused mainly by the emergence of new modes of distribution that impacted the economic and urban landscape of Moroccan cities.

This deep change in the distribution structure can be illustrated by the sustained growth of supermarkets and hypermarkets in terms of number of openings all over Morocco.

Moroccan and foreign investors are closely studying this new industry which is, in comparison to western countries, still in the early stages.

The increase of the number of supermarkets and hypermarkets implies that the Moroccan consimier is satisfied with this new form of retailing.

The purpose of this project is to investigate the factors that influence the purchase intentions of Moroccan consumers in large retailers.

In order to do so, a structured questionnaire was designed in an attempt to gather the information needed directly from the customers visiting large retailers.

The data collected was then analyzed through data mining tools and more particularly through association rules mining.

The project used as theoretical framework the theory of planned behavior developed by Icek Ajzen and fovind out that there is an interaction between perceived behavioral control and subjective norm.

It also found out that there is an interaction between subjective norm and attitudes towards large retailers.

Finally, the association rules mining reveals that there is an interaction between perceived behavioral control and attitudes towards behavior.

Main Subjects

Business Administration

No. of Pages

80

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-628365