Influence of Marketing Mix Strategy on Consumer Purchasing Behavior for Consumer Appliances Firms in Morocco: The Case of Huawei Technologies Company

By

[Name of the Author]

[Name of Faculty]

[Name of Department]

ACKNOWLEDGEMENT

I am grateful to my supervisor, colleagues and my family whom extended support throughout the execution of this project.

DECLARATION

This study is based on the primary and secondary data collection worked upon by the author and has not been published previously.

ABSTRACT

The aim of this research is to undertake an investigation into what marketing mix strategy influences consumer purchasing behavior for consumer appliances firms in Morocco. To narrow down the scope of this research, Huawei Technologies Company is begin focused. The research will use mixed methodology design by collecting secondary data and conducting a survey research. A convenience sample of 70 individuals will be selected who will belong to the marketing department of Huawei Technologies Company in morocco. The data will be analysed by the statistical and content analysis. The purpose of employing mixed methodology is due to the descriptive nature of the research which needs an initial secondary data analysis to build a framework for primary research.

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

V

1.1 Background of the Study1

1.2 Research Background2

1.3 Organization Background2

1.4 Rationale for the Chosen Topic4

1.5 Purpose for Undertaking this Research5

1.6 Statement of the Problem6

1.7 Hypotheses7

1.8 Research questions7

1.9 Research Aims & Objectives7

1.10 Significance of the study8

1.11 Conceptualization8

1.12 Structure of the Dissertation8

1.13 Time Frame9

CHAPTER 2: LITERATURE REVIEW10

2.1 Main Scholarly Work on Consumer Behavior10

2.2 Factors Influencing Consumer Behavior12

2.3 Types of Consumer Behavior13

2.4 The Timely Changes in Consumer Purchase Decision15

2.5 Consumer Purchasing Behavior16

2.6 Marketing Mix and Influence on Consumer Behavior17

2.7 Importance of an Effective Marketing Mix20

CHAPTER 3: METHODOLOGY22

3.1 Philosophical View of Research22

3.2 Research Methodology22

3.3 Research Strategy23

3.4 Research Approaches23

3.5 Data collection methods24

3.5.1 Secondary Data Collection24

3.5.2 Secondary Data Selection Criteria24

3.5.2.1 The Reports24

3.5.2.2 Scholarly Journals25

3.5.2.3 Literature Review Articles25

3.5.2.4 Reference Books25

3.5.2.5 Inclusion and Exclusion Criteria25

3.6.3 Primary Data Collection26

3.6.3.1 Questionnaire26

3.6.3.2 Sampling Method26

3.6.3.3 Participants27

3.7 Data analysis27

CHAPTER 4: ANALYSIS29

4.1 Product29

4.1.1 Question 129

4.1.2 Question 231

4.1.3 Question 333

4.1.4 Question 435

4.2 Price37

4.2.1 Question 537

4.2.2 Question 639

4.2.3 Question 741

4.2.4 Question 843

4.3 Place45

4.3.1 Question 945

4.3.2 Question 1047

4.3.3 Question 1149

4.4 Promotion51

4.4.1 Question 1251

4.4.2 Question 1353

4.4.3 Question 1455

CHAPTER 5: DISCUSSION58

5.1 Summary of the Results58

5.1.1 Product58

5.1.2 Price58

5.1.3 Placement58

5.1.4 Promotions59

5.2 Implications of the Outcome: Understanding Consumer purchase decisions60

5.3 Recommendations for Future Research61

5.4 Conclusion61

REFERENCES64

APPENDIX67

Questionnaire67

CHAPTER 1: INTRODUCTION

1.1 Background of the Study

This study is undertaken to analyze the best suited marketing mix strategy for the consumer appliances in morocco. To narrow down the scope of the research, the study has focused on Huawei Technologies Company. Morocco is selected to be studied since it is one of the attractive developing markets for the consumer appliances. About one third of the total sales of the appliances in Moronic are made in two major religious holidays, which is the holy month of Ramadan and Eid-ul-Adha, the festival of sacrifice, these two holidays are marked by the aggressive competition between the retailers and the brands. The retailer tries to stock up to attract the customer with the high price discounts in many of the categories (Euromonitor, 2012). Customer come across a wide array of ...