Understanding Moroccan consumers consumption for luxury goods

Dissertant

Khalid, Maryam

Thesis advisor

Hamelin, Nicolas

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2011

English Abstract

The objective of this MBA thesis is to trace the different motivations that lay behind Moroccans’ purchase of luxury goods, look for existing patterns and correlations between those motivations and other personal or socio-demographic factors and relate the existence of specific motivations to the triggering of certain kinds of purchase behaviors: rational purchase, impulsive purchase, or purchase of counterfeits.

This study aims providing a mapping of the Moroccans luxury consumers on the basis of the purchase motivations that get them interested in the acquisition a luxury good.

It also seeks to trace the personal values within each and every consumer that create those motivations as well as the role of the different socio-demographic factors in shaping those motivations.

Many significant findings resulted from this work.

To cite a few highlights, Moroccans are mainly driven by the motivations for quality, uniqueness and hedonic fulfillment in that order of importance.

Different socio-demographic factors, such as gender, age and level of education have significant influence on the existence of the different of motivations, either positively or negatively.

They also influence the nature of the purchase of luxury goods; women for instance have been found to be more impulsive luxury buyers compared to man, while more educated people show a tendency to proceed to rather rational than impulsive acquisitions of luxury goods

Main Subjects

Business Administration

No. of Pages

76

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-628478