Reflections on journeys within the supermarket

Spanjaard, D; Freeman, L; Young, L

Reflections on journeys within the supermarket

Spanjaard, D Freeman, L Young, L

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Publication Type:: Journal Article
Citation:: Australasian Marketing Journal, 2015, 23 (4), pp. 303 - 310
Issue Date:: 2015-11-01

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Field	Value	Language
dc.contributor.author	Spanjaard, D	en_US
dc.contributor.author	Freeman, L	en_US
dc.contributor.author	Young, L	en_US
dc.date.issued	2015-11-01	en_US
dc.identifier.citation	Australasian Marketing Journal, 2015, 23 (4), pp. 303 - 310	en_US
dc.identifier.issn	1441-3582	en_US
dc.identifier.uri	http://hdl.handle.net/10453/118411
dc.description.abstract	© 2015 Australian and New Zealand Marketing Academy. In this paper, we deconstruct the ethnographic process to examine how adopting a multifaceted approach impacted our interpretation of the findings. The original intention was to undertake (only) structured, observational research to consider a fairly standard marketing problem - why do consumers choose some grocery brands over others. However we soon realized that such a format was unsatisfactory. Instead we recognized the need to consider both the content and process of shopping to understand the complexity of behaviours reflected. The results suggest that many consumers' lives are created around various realities and they use consumption to engage and experience these.	en_US
dc.relation.ispartof	Australasian Marketing Journal	en_US
dc.relation.isbasedon	10.1016/j.ausmj.2015.10.006	en_US
dc.title	Reflections on journeys within the supermarket	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	23	en_US
utslib.for	1505 Marketing	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	23	en_US

Abstract:

© 2015 Australian and New Zealand Marketing Academy. In this paper, we deconstruct the ethnographic process to examine how adopting a multifaceted approach impacted our interpretation of the findings. The original intention was to undertake (only) structured, observational research to consider a fairly standard marketing problem - why do consumers choose some grocery brands over others. However we soon realized that such a format was unsatisfactory. Instead we recognized the need to consider both the content and process of shopping to understand the complexity of behaviours reflected. The results suggest that many consumers' lives are created around various realities and they use consumption to engage and experience these.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/118411