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

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.

Karima BOUZIANE is a Professor and researcher at Chouaib Doukkali University, Morocco. She holds a Doctorate degree in Translation Studies and Intercultural Communication from the same university. Her areas of interest are: Translation, advertising and localization. She is author of the book: Cultural Transfer in the Translation of Advertising.