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

Philippe Fauquet-Alekhine, Elena Fauquet-Alekhine-Pavlovskaya and Andrea Gobbo

LSE Research Online Documents on Economics from London School of Economics and Political Science, LSE Library

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.

Keywords: Behavior; Consumer; Food Industry; Video; Wine (search for similar items in EconPapers)
JEL-codes: L81 (search for similar items in EconPapers)
Date: 2014-07
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Published in 2nd International Interdisciplinary Business - Economics Advancement Conference (IIBA 2014, Istanbul), July, 2014, pp. 430-435. ISSN: 2372-5885

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