This article examines the critical role of studying consumer behavior in the marketing strategy of Moroccan companies amid dynamic market changes. Using a research methodology involving a study of review literature, the study reveals emerging trends and motives shaping consumer choices. Emphasizing the fluid nature of consumer behavior, the article defines key concepts and underscores their importance for both general and Moroccan-specific marketing strategies. Examples from various sectors demonstrate how understanding purchasing habits and preferences contributes to strategic adaptations, enhancing competitiveness, and fostering customer loyalty. The findings emphasize the need to recognize cultural specificities in Morocco’s dynamic market, ultimately advocating for the strategic integration of consumer behavior insights to navigate the complexities of the business environment.
Afriquia. (2023). The company’s annual report for the year 2023. Retrieved from https://www.afriquia.ma/fr/investisseurs/rapports-annuels.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Anthony, V., Vencat, E. F. (2012). Custom Nation: Why Customization Is the Future of Business and How to Profit From It [Paperback]. ASIN: B00ZY8W362.
Aronson, E. (1962). The Theory of Cognitive Dissonance: A Current Perspective. In Advances in Experimental Social Psychology (Vol. 4, pp. 1-34). Academic Press.
Beckwith, H. (1997). Selling the Invisible: A Practical Guide to Modern Marketing. AdA Editions Inc.
Bitner, M. J., & Booms, B. H. (1981). Marketing Strategies and Organization Structures for Service Firms. In Marketing of Services (pp. 47-51). American Marketing Association.
Bank Al-Maghrib. (2023). The company’s annual report for the year 2023. Retrieved from https://www.bkam.ma/fr/investisseurs/rapports-annuels.
Bouchard, J. R., & Pelletier, S. (1985). Industrial Marketing. Modulo Publisher.
Cardin, L., & Durocher, S. (2013). MARKETING. Chenelière Education.
Chen, I. J., & Popovich, K. (2003). Understanding Customer Relationship Management (CRM): People, Process and Technology. Business Process Management Journal, 9(5), 672-688.
Christensen, C. (1997). The Innovator’s Dilemma. Harvard Business Review Press.
Cialdini, R. B. (2009). Influence: Science and Practice (5th ed.). Allyn and Bacon.
Cosumar. (2023). The company’s annual report for the year 2023. Retrieved from https://www.cosumar.ma/fr/investisseurs/rapports-annuels.
Pettigrew, D., Zouiten, S., & Menville, W. (2002). Consumer behavior key player in marketing. SMG editions.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). Dryden Press.
Gummesson, E. (2008). Customer Interaction Revisited: The Influence of Technology on Service Encounters. International Journal of Service Industry Management, 19(4), 441-458.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. John Wiley & Sons.
Inwi. (2023). The company’s annual report for the year 2023. Retrieved from https://www.inwi.ma/fr/inwi/investisseurs/rapports-annuels.
Lambin, J. J. (1986). Strategic Marketing: Foundations, Methods and Applications. McGraw-Hill.
Leunberger. (2022, October 20). Marketing mix : Définition et stratégie marketing en 10 points. Shopify. https://www.shopify.com/fr/blog/marketing-mix
Kotler, P., & Keller, K. L. (2015). Marketing Management (15th ed.). Pearson.
Kotler, P., & Dubois, B. (1994). The distributor’s marketing mix. In Marketing Management (8th ed., pp. 542-548). Publi-Union.
Kotler, P. (1999). Le Marketing selon Kotler. Éditions Village Mondial.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
Mowen, J. C., & Minor, M. S. (2003). Consumer behavior. Prentice-Hall.
Peppers, D., & Rogers, M. (1993). The One to One Future: Building Relationships One Customer at a Time. Currency.
Peppard, J., & Rogers, M. (2016). Managing the Future of Customer Relationships. Journal of the Academy of Marketing Science, 44(4), 464-476.
Reichheld, F. F. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business Review.
Rigby, D. K., Reichheld, F. F., & Schefter, P. (2002). Avoid the Four Perils of CRM. Harvard Business Review.
Solomon, M. R. (2019). Consumer Behavior: A European Perspective. (7th ed). Pearson Education.
Smith, J. (2020). The Impact of Online Platforms on Consumer Behavior. Journal of Marketing Technology, 8(3), 112-130.
16 December 2023
Indie folks start out by making something they want to read, that tell stories they want told..