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Acheteuse sans compétences ? La femme casablancaise face au supermarché.

Abstract : Shopping is an everyday, routine activity, or at least that is how it appears. Yet it does conceal complex analytical mechanisms and thus requires that the purchaser possesses a set of specific competences. The first objective of this thesis was to understand how shoppers who lack the necessary competences manage to complete shopping. We ran an ethnography in Casablanca, Morocco, and shed light a number of methods employed by female Moroccan shoppers. Aside from descriptive elements, our research presents a new perspective on shopping. The Moroccan context envelops a rigid dichotomy between gender roles. The emerging marketplace with new forms of retailing offers avenues for Moroccan women to challenge certain social conventions. In this sense, shopping thus creates a sense of freedom.
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Submitted on : Tuesday, March 10, 2015 - 6:25:07 PM
Last modification on : Monday, June 21, 2021 - 9:52:01 AM
Long-term archiving on: : Thursday, June 11, 2015 - 12:15:25 PM


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  • HAL Id : tel-01129106, version 1



Delphine Godefroit-Winckel. Acheteuse sans compétences ? La femme casablancaise face au supermarché.. Gestion et management. Université du Droit et de la Santé - Lille II, 2013. Français. ⟨NNT : 2013LIL20004⟩. ⟨tel-01129106⟩



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