Understanding the Moroccan Consumer. Insights to Control the Way Consumers Experience and Relate to Brands

      Аннотация: 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.

Ключевые слова: consumer behavior, sensory marketing, Moroccan Consumer, Costumers’ Loyalty