Exploring unheard voices: Best practices in interviewing women prosumers in Indian subsistence contexts

Sujit Raghunathrao Jagadale and Jayne Krisjanous

Journal of Consumer Affairs, 2023, vol. 57, issue 1, 36-68

Abstract: A growing body of literature is focused on subsistence markets and how marketing interventions can increase well‐being for those whose daily existence is a struggle to ensure access to necessities of life. To understand the lifeworld of those living at the subsistence level, interviews are favored as a data collection tool. This methodological paper examines interviewing in the subsistence context with a focus on women whose lived experiences are affected by the intersection of gender, power imbalance, and culture. The study context is India. Specifically, we draw upon data from three previous author‐conducted academic studies and conduct a reflective analysis that leads to a series of reflections and recommendations for the interview process. This paper calls for more work to be done in the area and raises the need for a new research paradigm rather than reliance on western‐oriented approaches that may not fit the context.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1111/joca.12489

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:jconsa:v:57:y:2023:i:1:p:36-68

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=0022-0078

Access Statistics for this article

Journal of Consumer Affairs is currently edited by Sharon Tennyson

More articles in Journal of Consumer Affairs from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().