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

Fauquet-Alekhine, Philippe, Fauquet-Alekhine-Pavlovskaya, Elena and Gobbo, Andrea (2014) Innovative subjective evidence-based ethnography applied to food consumer’s behavior: the case of wine. 2nd International Interdisciplinary Business - Economics Advancement Conference (IIBA 2014, Istanbul). pp. 430-435. ISSN 2372-5885

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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.

Item Type: Article
Official URL:
Additional Information: © 2014 The Authors
Divisions: Psychological and Behavioural Science
Subjects: H Social Sciences > HF Commerce
Sets: Departments > Psychological and Behavioural Science
Date Deposited: 20 Dec 2016 10:15
Last Modified: 06 Sep 2021 23:17

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