| Titre : |
The influence of country-of-origin in the case of Morocco |
| Type de document : |
Mémoire |
| Auteurs : |
Lina BENADADA, Auteur |
| Année de publication : |
2021 |
| Importance : |
47 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE ; MAROC
|
| Résumé : |
Due to the rise of international trade, important developments have taken place in the manufacturing and marketing of products. Indeed, the products we consume have often travelled - sometimes a long way- before reaching us and a product does not always have a single "nationality" or origin. Therefore, the country-of-origin (COO) can be difficult to determine and as it can have a huge impact on the acceptance and success of products, it becomes necessary for managers to understand how consumers' evaluations of a product and their behavior towards it are influenced by their knowledge and perception of its country of origin.
The objective of this research is to study if, and in what way COO information affects the buying process of Moroccan products by French consumers, Morocco being a developing country.
Within this study, managerial recommendations are made intended to Moroccan marketers wishing to export their products to France. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538672 |
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The influence of country-of-origin in the case of Morocco / 2021 
