Consumer Resistance: An Exploration of the Moroccan Case

Soukaina KEMMOU, Amina AOMARI
2018 Journal of Marketing Research and Case Studies  
Considering the diversity of approaches characterizing the research area of consumer resistance, this paper meets two goals. The first is to review the literature to explore this interesting theme and better understand its origins, current state and perspectives. The second is to conduct a preliminary exploratory study aimed at studying the forms of resistance shown by Moroccan consumers, as well as the factors that stimulate their opposition. The results of an exploratory quantitative survey
more » ... 130 people are presented. The analysis highlights several forms of resistance; individual and collective, to marketing practices, as well as the elements that trigger this resistance.
doi:10.5171/2018.119678 fatcat:exkqfmp5zjah3fxxvdvzsxm6bm