Exploring consumer behavior for breakfast food in Morocco : the role of product attributes, consumer ethnocentrism and demographic factors
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2010
English Abstract
Large corporations such as Nestle are trying to win over a market that is by nature very traditional and resilient to change that is why practitioners need to assess consumers’ preferences toward traditional or processed food.
This study investigates the breakfast food sector and determines the impact of product attributes, ethnocentrism and demographic factors on consumer’s intention to switch to a western style of breakfast and on their choice of breakfast.
The research revealed that almost half of the respondents have the intention to switch to a western style of breakfast.
The intention to purchase cereals is driven by kids.
Among product attributes tested, taste appeared to be positively correlated with the choice of cereals for BF while factors that discourage cereal consumption relate to the fattening effect of cereals, the perceived more natural Moroccan breakfast as well as the perception of others.
Alternatively, hygiene was found to be negatively correlated to the traditional breakfast which is mainly consumed by adults.
Thus, product attributes do affect consumer behavior in terms of breakfast food while demographic factors and ethnocentrism have no significant influence on the intention to purchase cereals.
However, they do affect consumer’s choice of food since age is positively correlated with the choice of a Moroccan breakfast and negatively correlated with the choice of cereals.
As for income it has a negative relationship with the choice of a traditional breakfast while cereal consumption increases the bigger household size is.
Moreover the older, the less educated and those who prefer the traditional breakfast show ethnocentric tendencies
Main Subjects
No. of Pages
76
Table of Contents
Table of contents.
Abstract.
[Chapter One] : Introduction.
Chapter Two] : Literature review].
Chapter Three] : Hypotheses].
Chapter Four] : Methodology].
Chapter Five] : Analysis and discussion of the results].
Chapter Six] : Conclusion].
References.
American Psychological Association (APA)
Jihane, Laghzali. (2010). Exploring consumer behavior for breakfast food in Morocco : the role of product attributes, consumer ethnocentrism and demographic factors. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628525
Modern Language Association (MLA)
Jihane, Laghzali. Exploring consumer behavior for breakfast food in Morocco : the role of product attributes, consumer ethnocentrism and demographic factors. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2010).
https://search.emarefa.net/detail/BIM-628525
American Medical Association (AMA)
Jihane, Laghzali. (2010). Exploring consumer behavior for breakfast food in Morocco : the role of product attributes, consumer ethnocentrism and demographic factors. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628525
Language
English
Data Type
Arab Theses
Record ID
BIM-628525
