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Innovative subjective evidence-based ethnography applied to food consumer’s behavior: the case of wine

Author

Listed:
  • Fauquet-Alekhine, Philippe
  • Fauquet-Alekhine-Pavlovskaya, Elena
  • Gobbo, Andrea

Abstract

Consumers’ behavior in food industry is a key point of investigation for marketing. Widely studied in different manners including the use of videos, the recent technological progresses allow now the use of miniaturized video facilities. This pilot study showed, for consumers shopping wines, how subjective video analysis of consumers’ activity could greatly contribute to refine investigations whereas consecutive interviews of consumers lied on explicitation technique and goal-oriented verbalization. This was illustrated by comparative data analyses of Russian, Belarussian and French consumers shopping wines in Belarus and Russia. This paper highlighted the effective behavior put in light through subjects’ motives analysis. Fundamental differences appeared through subjective analysis whereas this could not be seen through external observations. The findings may be of interest for food producers looking for criteria in order to have the adapted packaging when exporting their products. These results may be of great implication for food marketing in order to adapt the offer in stores.

Suggested Citation

  • Fauquet-Alekhine, Philippe & Fauquet-Alekhine-Pavlovskaya, Elena & Gobbo, Andrea, 2014. "Innovative subjective evidence-based ethnography applied to food consumer’s behavior: the case of wine," LSE Research Online Documents on Economics 68665, London School of Economics and Political Science, LSE Library.
    • Handle: RePEc:ehl:lserod:68665
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    File URL: http://eprints.lse.ac.uk/68665/
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    References listed on IDEAS

    as
    1. Heisley, Deborah D & Levy, Sidney J, 1991. "Autodriving: A Photoelicitation Technique," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(3), pages 257-272, December.
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    More about this item

    Keywords

    Behavior; Consumer; Food Industry; Video; Wine;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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