THE IMPACT OF BIG DATA TECHNIQUES’ USE ON MOROCCAN CONSUMER’S BEHAVIOR

In this article, we’ll dive into the world of big data techniques and try to understand how they can impact the behavior of the Moroccan consumer. Indeed, when we talk about the actual habits of the consumer, we know that they are automatically linked to diverse big data techniques. These techniques imply various daily habits such as online shopping, or loyalty cards. The consumer’s data have become very easy to access, collect, and even use nowadays. How is all this data used? How does the consumer react to their data being easily collected and used? Is this process fair to both parties; companies and consumers? All of these questions led us to build the following problematic: what is the relationship between big data techniques and the behavior of Moroccan consumers and what can be its impact? To answer this problematic, this article will be divided into two parts. The first one will explain the different techniques of big data and how these techniques can be used, either in a good way or in a less ethical way. The second part of this article will be dedicated to a study conducted to understand Moroccan consumer’s perception towards several big data techniques and loyalty cards programs. This part includes results, suggestions, and a view of the 09-08 Moroccan law about protection of individual’s data.