Consumer's perception and purchase intention : the case of luxury cars 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
The purpose of this study is to understand Moroccans perception and intention towards buying luxury cars.
Different measures are used to analyze the factors that can influence or contribute to consumers purchase decision process.
In fact, Morocco is experiencing social and value changes which will make it a potential market in the future.
The model that was constructed in this study has five main parts.
The first part tries to understand the impact of demographic and socio-economic factors on consumers’ attitude towards buying a luxury car.
The second part is related to product attributes.
The third part is about external influence which can be categorized to media and surrounding.
The forth part is related to personal values which can be considered of great importance since values may influence consumer’s attitude and affect consumers’ choice toward luxury cars.
The final part is about brand personality which is a way through which consumers try to express themselves.
The results of this study will give insights to marketers to better understand Moroccan consumers and better position the brands in the market through effective communication tools.
Main Subjects
No. of Pages
77
Table of Contents
Table of contents.
Abstract.
[Chapter One] : Introduction and background.
[Chapter Two] : Literature review.
[Chapter Three] : Hypothesis formulation.
Chapter Four] : Methodology and research design].
[Chapter Five] : Results and analysis.
Chapter Six] : Findings and discussion].
Chapter Seven] : Conclusion and managerial implications].
Chapter Eight] : Limitations of the study].
References.
American Psychological Association (APA)
Mouhat, Ilham. (2011). Consumer's perception and purchase intention : the case of luxury cars in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628801
Modern Language Association (MLA)
Mouhat, Ilham. Consumer's perception and purchase intention : the case of luxury cars in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2011).
https://search.emarefa.net/detail/BIM-628801
American Medical Association (AMA)
Mouhat, Ilham. (2011). Consumer's perception and purchase intention : the case of luxury cars in Morocco. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-628801
Language
English
Data Type
Arab Theses
Record ID
BIM-628801
