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.


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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.

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