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Averty Market Research & Intelligence conducted a qualitative and quantitative study to explore the habits, preferences, and motivations behind homemade bread and pastry consumption in Morocco. The study aimed to uncover key insights into consumer behavior, including frequency of preparation and product variety. Additionally, it sought to examine external influences such as technological advancements, economic constraints, and evolving dietary preferences.
Understanding the motivations behind homemade bread consumption required an in-depth exploration of cultural, economic, and health-related factors. The study also aimed to assess the impact of new technologies, social media, and market availability on consumer preferences. A key challenge was capturing the nuances between urban and rural consumption habits and how they shaped long-term consumer trends.
Averty employed a mixed-method approach:
Qualitative Research: Focus groups with Moroccan women in urban and rural areas, providing deep insights into daily routines and motivations.
Quantitative Research: A survey conducted across multiple cities, including Casablanca, Marrakech, Fes, Rabat, Agadir, and Tangier, capturing statistical trends.
This study provided the client with valuable insights that enhanced their strategic decision-making by:
Strengthening their understanding of consumer behavior and market dynamics.
Identifying areas for product development and service optimization based on real consumption patterns.
Enhancing communication and engagement strategies through tailored messaging that aligns with consumer habits.
Supporting data-driven marketing campaigns focused on the most relevant consumer segments.
Offering a clearer differentiation between urban and rural market needs, allowing for more targeted business strategies.
Ghali Center, Bd. Abdelmoumen, Casablanca, Morocco
13 Mostafa el Nahas street
First floor flat number 4, Nasr City
Office 226, RKM building
Opp Al Qiyadah Metro Station
Hor Al-Anz, East Dubai, UAE.
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