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The concept of culinarity: an hedonic and holistic experience and its 4 dimensions (QCKS): Quality, Creativity, Konw-how, Sharing

Proposition d’une conceptualisation de la culinarité: une expérience hédonique et holistique et ses 4 dimensions (QCSP): Qualité, Créativité, Savoir-Faire, Partage

Virginie Brégeon Lalanne de Saint-Quentin ()
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Virginie Brégeon Lalanne de Saint-Quentin: Ecole Française de Gastronomie Ferrandi, ARENES - Arènes: politique, santé publique, environnement, médias - UR - Université de Rennes - Institut d'Études Politiques [IEP] - Rennes - EHESP - École des Hautes Études en Santé Publique [EHESP] - UR2 - Université de Rennes 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: The culinary is in everybody's mouth without having been defined neither in marketing or in the field of consumer's behavior. In order to fix this lack of concept, we aimed at exploring the ideas behind the culinary in order to conceptualise it and to eventually suggest a culinary marketing. Exploratory interviews revealed key concepts. The PhD work in which it is enclosed enables to consolidate those results. Thus, based on the analysis that culinary is both hedonistic (pleasure being one of its determinants) and holistic (since it is projected in a consumption situation and in commensality (food and time sharing)), we suggest these two final definitions : - « Culinarity » = Projection of the consumer in the perspective of a hedonic a holistic consumption thanks to its determinant « pleasure » and its 4 dimensions : QCKS Q-quality, C-creativity, K-Know-how, S-Sharing. Culinarity implies added value. - Culinary marketing = marketing applied to culinarity, groups marketing of the culinary, marketing for the culinary, marketing by culinarity. It is naturally based on food and culinary specificities as well as on experiential design in order to project the consumer in a holistic experience of consumption.

Keywords: aliment; représentations; expérience; marketing expérientiel; marketing alimentaire; marketing culinaire; esthétique; sensoriel (search for similar items in EconPapers)
Date: 2017-09-22
New Economics Papers: this item is included in nep-mkt
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Published in Journée AFM (Association Française du marketing) du marketing agro-alimentaire, Philippe Aurier Professeur, MRM, Université de Montpellier; Lucie Sirieix Professeur, MOISA, Montpellier SupAgro, Sep 2017, Montpellier, France

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