Why does the Moroccan elite prefer shoes of foreign origin? An exploration of personal values through the means-end chain
Zejjari, Ibtissam
Why does the Moroccan elite prefer shoes of foreign origin? An exploration of personal values through the means-end chain - 2022.
47
Aiming to understand the motivations behind consumers’ preference for foreign products, this paper explores personal values related to this preference through the means-end chain approach. This study's data were gathered using ladder interviews conducted with twelve elite consumers. This study contributes to the body of knowledge about country of origin by demonstrating a clear link between personal values and the origin of preferred products. It also provides insights into how elite consumers use country of origin as a means to fulfill their ambitions. This article advances theoretical knowledge by providing a hierarchical value map that can also easily be mobilized by practitioners to guide their decisions.
Why does the Moroccan elite prefer shoes of foreign origin? An exploration of personal values through the means-end chain - 2022.
47
Aiming to understand the motivations behind consumers’ preference for foreign products, this paper explores personal values related to this preference through the means-end chain approach. This study's data were gathered using ladder interviews conducted with twelve elite consumers. This study contributes to the body of knowledge about country of origin by demonstrating a clear link between personal values and the origin of preferred products. It also provides insights into how elite consumers use country of origin as a means to fulfill their ambitions. This article advances theoretical knowledge by providing a hierarchical value map that can also easily be mobilized by practitioners to guide their decisions.
Réseaux sociaux