Are branded organic skin care products just a western trend ? : the Moroccan perspective

Dissertant

Lakhdari, Fatimah al-Zahra

Thesis advisor

Hamelin, Nicolas

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2015

English Abstract

The research is an investigation on the effect of Organic skin care products on consumer behavior in the Moroccan context.

The analysis is following a quantitative method on consumers using organic cosmetic products.

The research is based on a TRA model (Theory of reasoned action) and follows a logistical regression run through STATA Software.

The study investigated the impact of attitude and subjective norms on the consumer behavior and her intention to buy an organic skin care product.

The results show the important role of subjective norms played in the consumer purchasing behavior of organic skin care products.

Attitude is also predicting the intention to buy the product.

The outcomes support the TRA model.

The thesis provides Moroccan managers with solutions for their marketing strategies to improve their business.

Since attitude has found to have a positive effect on the intention to buy an organic skin care product in Morocco, marketers should base their marketing strategies development on considering the consumer behavior pleasure, sensitivity to the organic products and usefulness in consuming the skin care product

Main Subjects

Economics & Business Administration

No. of Pages

72

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-775227