Doctorante en Sciences de Gestion, Centre des études doctorales, Laboratoire de Recherche en Management et Développement (L.R.M.D.), Département des sciences de gestion, Faculté des Sciences Juridiques, Economiques et Sociales de Settat, Université Hassan Premier, Maroc
Due to the spread of the Covid-19 pandemic, retailers in Morocco have been obliged to adapt their practices to this unprecedented context. The sanitary measures including the population lockdown led the retailers to propose alternative solutions in order to save their business but also in order to respect the measures put in place by the government. In this context, they have quickly started to adapt both strategic and operational marketing by offering new distribution channels that would allow consumers to buy from them on the one hand while reducing the time spent in the store and on the other hand to glean new market shares from competitors. To do this, they have relied on digital technology in order to face the imperatives of the pandemic but also to seize the opportunities that the situation could offer.
Street vending makes a real invasion of the Moroccan public space. The spread of this form of trade, also characterized by its informal nature, has been for several years the spearhead of public authorities that set up several eradication and rehabilitation programs that almost doomed to failure. Paradoxically, the phenomenon is amplifying and thus, studying the Moroccan consumer's relationship towards street vending seems obvious as he acts as a catalyst for the sector. The studies on this field focus only on the street vendor by pointing his responsibility to all the problems caused by the activity. The aim is generally to find a way to eradicate it. So, understanding the origin of the consumer craze towards street vending would help to a better understanding of this phenomenon and to act accordingly.
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