Consumer motives and impact of western media on the Moroccan luxury buyer

Nicolas Hamelin and Park Thaichon

Journal of Retailing and Consumer Services, 2016, vol. 32, issue C, 164-170

Abstract: Despite rising income inequality, social and political instability, Morocco has witnessed an exponential growth in luxury good consumption. Increased political freedom, multiplication of international trade agreements and a somewhat liberalization the audio-visual sector combined with an ever increasing internet penetration have brought Moroccan ‘citizen under the spotlight of globalization. On the other hand, Morocco has remained deeply attached to it religious and traditional roots, with a vast majority of the population considering themselves devout and practicing Muslim. In Islam the consumption of ostentatious goods is clearly proscribed, yet consumption data clearly describe a different reality. Questionnaires were distributed by a trained pollster to potential luxury good consumers in Morocco. A total of 296 surveys were filled. Findings from this research shows a strong positive link between luxury good purchase intention and consumption of western media channels as well as social media. The research also provides an analysis of the demographics and the social and personal motives of the Moroccan luxury good consumer.

Keywords: Purchase intention; Product characteristics; Motives; Media; Luxury; Morocco (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698916301783
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:32:y:2016:i:c:p:164-170

DOI: 10.1016/j.jretconser.2016.06.010

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().