Understanding the Moroccan Consumer

This book focuses on how and why Moroccan consumers make specific decisions and behave in certain ways: What motivates them? What captures their attention? What retains their loyalty? To answer such questions, we have examined the characteristics that influence consumers' decisions and behaviors. We have, specifically, investigated the emotional and sensory reasons for consumers' choices and some of the effects these motivational forces have on marketing outcomes. The book provides a complete off-the-shelf teaching material for business students. It includes a collection of articles designed to provoke debate amongst marketing students and encourage them to enquire further into the topics on their own.

Autorentext

Karima BOUZIANE é professora e investigadora na Universidade de Chouaib Doukkali (UCD) Marrocos. Tem um Doutoramento em Tradução e Estudos Interculturais, e um Mestrado em Comunicação Intercultural e Estudos de Tradução da UCD. É membro do Laboratório de Investigação em Estudos Interculturais (LERIC) da UCD.