Female consumers’ perception of fashion clothing in Morocco

Dissertant

Mkhanit, Ibtisam

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 purpose of this project is to investigate key factors that influence the shopping behavior or perception of fashion oriented female consumers in order to provide insights for clothing companies such as Zara, Mango and Marwa as they intend to extend their operations in many Moroccan cities.

First, based on evaluative criteria grouped in a four set of characteristics reflected in pragmatic, aesthetic, quality and others, preferences and intention to buy from the aforementioned three brands are being measured.

After reviewing the relevant literature, a conceptual framework composed of five categories of brand personality dimensions is also proposed to guide the development of the analysis and evaluate the reasons why consumers purchase clothes from Zara, Mango or Marwa reflecting the most preferred brand.

In addition, socio-demographic criteria are also reflected in relation to their role in influencing consumers’ clothing purchase intention from these brands.

A section is also devoted to the intention to buy counterfeited clothes and the raisons driving the purchase.

Finally, based on the results, recommendations are provided to the brand managers of Zara, Mango and Marwa in Morocco to emphasize their efforts towards providing or improving the factors that have significant impact on the purchase intentions of the Moroccan women.

Main Subjects

Business Administration

No. of Pages

67

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-628582