The Country of Origin effects on Moroccan elite consumer's attitudes and purchase intention towards hedonic product

  • Ibtissam ZEJJARI ENCG Fès, Morocco
  • Abla BERRADA ENCG Fès, Morocco
  • Issam BENHAYOUN ENCG Fès, Morocco

Abstract

Even if country of origin effects is one of the most studied topics in marketing literature and consumer behavior, but still attract the attention of researchers due to tremendous critics that need to be addressed. Based on some of those critics, this article presents the results of a qualitative study based on thirty laddering interviews conducted with Moroccan men belonging to the elite of generation Y. Our aim is to understand their attitudes towards hedonic product made in their local country-Morocco- vs foreign countries by integrating the means-end-chain theory which allow us to relate country of origin as a product attribute, consequence and personal value. The findings demonstrate that Moroccan elite consumers prefer foreign brands because they enhance their appearance, self-confidence and the need for uniqueness.

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Published
2020-01-26
How to Cite
ZEJJARI, Ibtissam; BERRADA, Abla; BENHAYOUN, Issam. The Country of Origin effects on Moroccan elite consumer's attitudes and purchase intention towards hedonic product. IJBTSR International Journal of Business and Technology Studies and Research, [S.l.], v. 1, n. 3, p. 7 pages, jan. 2020. ISSN 2665-7716. Available at: <http://ijbtsr.org/index.php/IJBTSR/article/view/20>. Date accessed: 05 june 2023. doi: https://doi.org/10.5281/zenodo.3627861.
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