Research objectives In today’s society, food artisans-sellers enjoy a generally positive image that supermarkets brands and mass retailers sometimes refer to. This research aims at analyzing consumers’ perceptions and identifying their motivations and barriers in choosing to use artisanal retailers for their food purchases. • Method An exploratory qualitative study based on several qualitative approaches (focus group, in depth interviews and projective method) was conducted with 25 consumers. • Results The results show the predominance of functional motivations related to know-how, authenticity and proximity of food artisan and the presence of hedonic, experiential, affective and symbolic motivations. In addition, this study shows that artisan appears as an alternative consumption mode, focused on the territory and the past. • Managerial / societal implications Concrete responses are provided to food artisans on what enhances them and guarantees them a positive image associated with the status of artisan, the motivations and barriers identified constituting for them as many levers to highlight or strengthen. • Originality The originality of this research lies in the use of a multi-method qualitative approach allowing to diversify observations, methods of collection (classic or projective technique), types of interview (individual, group) and nature of the data collected (text, image). • Keywords: artisan, know-how, proximity, authenticity, projective method.
|Numéro||Décisions marketing - N°103|
|Date de parution||2021|
|Nombre de pages||160 pages|
|Format||180 x 260 mm|