The Importance of Studying Consumer Behavior in Marketing Strategies: The Case of Moroccan Companies

The Interdisciplinary Journal of Human and Social Studies, Vol.2, issue 2, p.36-47, 2023
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  • Research paper


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.


Consumer behavior, marketing, Moroccan companies


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Publication date:

16 December 2023

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