article · Multidisciplinary Science Journal
This study investigated consumer purchase intention for accessible luxury products, specifically refined gift boxes, in two Moroccan cities, Casablanca and Berrechid. It explored the influence of economic and hedonic factors, such as aesthetics, personalisation, and emotional appeal. Using a quantitative approach with 200 respondents, data were collected via questionnaires and analysed with descriptive statistics and Chi-square tests. Findings show that hedonic factors, particularly aesthetic appeal and personalisation, are key drivers in both locations. However, Casablanca consumers are primarily driven by hedonic dimensions, while Berrechid consumers also prioritise rational factors like price and value for money. The research highlights a hybrid consumption model combining emotional resonance with controlled expenditure.
Understanding how consumers choose accessible luxury items is crucial for businesses operating in emerging markets. This research reveals that purchase drivers vary significantly across different urban environments, highlighting the need for tailored marketing strategies. It helps businesses better connect with diverse consumer preferences.
This research offers direct insights for businesses in the accessible luxury sector, particularly those offering products like premium gift boxes. It suggests that marketing and product development strategies should be differentiated based on the target urban market's socioeconomic characteristics. For example, emphasising affordability in price-sensitive areas and emotional appeal in more developed cities. This is applied research, providing actionable guidance for market segmentation and strategic positioning.
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This study investigates consumer purchasing behavior within the accessible luxury segment through the case of a Moroccan brand offering refined gift boxes combining flowers and premium chocolates. It aims to examine how economic and hedonic dimensions—particularly aesthetics, personalization, and emotional appeal—shape purchase intention in two urban contexts with distinct socioeconomic characteristics: Casablanca and Berrechid. A quantitative, descriptive, and explanatory research design was adopted. Data were collected from 200 respondents using a structured questionnaire based on a five-point Likert scale and analyzed using descriptive statistics and Chi-square tests. The results indicate that hedonic factors—especially aesthetic appeal, originality, and personalization—constitute the primary drivers of purchase intention in both cities. However, significant differences emerge between the two cities. In Casablanca, hedonic dimensions—such as aesthetic appeal, personalization, and emotional experience—clearly dominate purchase intention. In contrast, in Berrechid, rational considerations related to price sensitivity and value for money play a more decisive role, although hedonic factors remain important.These findings highlight the coexistence of emotional and rational logics in accessible luxury consumption. From a theoretical perspective, this study contributes to the literature by extending the understanding of accessible luxury in emerging markets, where symbolic value is increasingly dissociated from exclusivity. From a managerial perspective, the results suggest adopting differentiated strategies: emphasizing affordability and transparency in price-sensitive markets, while reinforcing emotional and aesthetic positioning in more developed urban environments. Overall, accessible luxury appears as a hybrid consumption model combining refinement, emotional resonance, and controlled expenditure.
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DOI: 10.31893/multiscience.2027297
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