Ethnography. Patrons Flock the Supermarket - Research Paper Example

?Contents Contents 1. Introduction 2 1. Research Question 2 2. Purpose and Rationale 3 2. Context of Research 3 2 Expectations 4 2.2. Role &Position 4 2.3. Affinity and Rapport 5 3. Ethical Considerations 6 4. Data Collection 7 4.1. Analysis and Reflection 8 5. Key Observations and Findings 9 6. Validation 11 Application of Ethnography: When Patrons Flock the Supermarket 1. Introduction 1.1. Research Question Through personal observation it was found that when customers walk into a supermarket, the only things they set their eyes on are products that are displayed. On the other hand product producers have their eyes set on wallets of customers that walk in, to gain as much profit as possible. But both groups of the customers and suppliers play an important role in affecting each other directly and indirectly. In addition the entire set up of the supermarket, its environment and customary changes that are brought also influence customers. With reference to the current subject matter i.e. ethnographic study of clientele in the supermarket, following are the research questions that have been framed: What specified factors influence a customer’s behaviors towards the sales process?’ ‘How the associations of culture of such a clientele modify their routine product consumption?’ ‘Whether the cultural affiliation of people affect their communicational procedures or not?’ Maguire and Ball (1994) presented alarming results regarding various ethnographical studies conducted in the United Kingdom. This study brought forth that the contemporary setting had a large amount of strain, which still continues to exist. The reasons behind these strains are numerous (2006: pp.269-285). As per my perspective, a less participant observational method application in ethnographical researches has been found to be a major contributing factor and reason behind a less number of these researches. It has also been found out that the persons involved in the researches were unable to understand the circumstances on personal experience which caused this deficiency in previous researches (Maguire, 1994). So in order for an ethnographic research to be a successful a personal involvement of the researcher is indispensible. 1.2. Purpose and Rationale This research paper has been conducted to bring in light the various sides of the state of affairs, and the course of action when various customers congregate in the supermarket. Other than the above provided motive, this paper aims at; a) understanding and a close observation of the people from many different backgrounds, b) Understanding the effects of the environment of the shopping are on the shoppers, c) the effects of the principles of certain people surrounding a populace. Thus a guidebook or some specific guidelines can be established by the marketing companies so that they could be able to understand the need of the customers. It is obtainable from Boddy’s research that 17% of the research organizations in the United Kingdom used the ethnographic research method to gain the results for better development of customer-supplier relationship (2009: pp.49). 2. Context of Research The field work of this research procedure was carried out in many markets which include Tesco Supermarket, in the West End area of Central London for two weeks. This specific supermarket was selected due to the reason that it was a simple superstore with a wide range of food items, clothing and accessories, DVDs, items of technical use, home-ware accessories, bakery items, available opticians, fresh meat, fish and items for kids such as toys etc. Though this store was uncomplicated with reference to the alignment of aisles and item availability, yet, a lot of attention was given to the atmospheric set-up and development of the ambiance. In accordance to Atkinson and Hamersley’s verification, the research procedure which I carried out mainly, or at least partially, (1994: pp.248). This meant that I had to be an active participant and it was necessary for me to gain access to the insights of the way people actually performed and interacted. 2.1. Expectations General expectations such as knowing the cultural mark of the people and knowing their reason of coming specifically here etc. were embraced on the basis of how people usually perform in a super market or any market place. However, in order to gain access to the reality which was to relate to the cultural mark of people, it was necessary to formulate expectations that were both neutral as well as ideal for a group that exhibits the qualities of a consumer body. 2.2. Role & Position In order to know someone’s preferences you have to be like them. So, for me to conduct this study properly and leave no loopholes I decided to be a customer. So that I could be able to better interact with the customers there and my study would go properly and smoothly. Along with that, I gained an opportunity to ask them some questions that contributed to my study. After the role I was supposed to play was selected, my next step was to select a model of study which would help me to conduct this study with perfection and I selected Brewer and Sparke’s method which advises to use documentaries and taking interviews. But for this to do I had to introduce myself as a regular traveler who travels from place to place and get to know about different people and place and what that place had to offer so that my interviewing them does not raise any suspicion. (2011a: pp. 204-222). Brewer and Sparkes conducted an ethnographic research in the Rocky Centre which is a childhood bereavement organization in the United Kingdom. Through the process of interviews and documentary analysis, both the researchers gained organized data regarding the positive changes that were experienced by parentally bereaved adolescents along with the premises of post-traumatic growth. According to this research, young people's experiences of growing through grief were gained and analyzed through interviews. The results provide that the attitudes of people were mostly encouraging, that of thankfulness towards what they achieved, admiration of life, living life to the full, and unselfishness. As most of the essential data in Brewer and Sparkes’ research was gained by participant observation, hence I opted to follow both the procedures of interviewing and documenting along with observing as a participant (2011b: pp. 204-222). 2.3. Affinity and Rapport I had already planned that apart from interviewing the customers only, I will also interview the staff present at the supermarket because I had to know about the type of people who usually visit the market as the main objective of a research is to focus on the problem. The interviews provided were semi-structured and the questions that were asked were open ended. The answers of interviews from the outside participants presented that a large number of ‘unseen faces’ were seen when seasonal offers or discounts were provided; however, most of the time regular customers, arrived at the superstore. As different people from different cultural background have different festivals. So they visit the markets most during the festival timing. This information was revealed while I interviewed the staff of the market. But, sometime usually during the non festival days, there was a multi cultural crowd at the supermarket. Prior to the commencement of any sorts of apposite procedures, a few ethical considerations were necessary for me to deem. The major deliberations which were brought in light included: Was there a need to obtain the authorization for the research from other participants (The customers)? Was there a need to introduce the research plan before it started? 3. Ethical Considerations These queries were of significant importance as they helped this research in avoiding conflicts or ethical issues of any nature. A research paper conducted by Stalker (2010: pp.5-19) endowed the readers with the fact that there were a small amount of ethical and methodological issues that rose during this procedure. The purpose of this research was to examine the choice-making course in detail. The problems were faced due to the dilemma of gaining informed consent and regarding the risk of imposition when conducting research in the homes of the people. Other than that, the dangers of raising the expectations of continuing friendship was another issue that was at a high risk of occurrence. To ensure that no divergences were created in the working of the management authority in future circumstances, an ethical review form was filled by me and provided to the management to be signed. The proceedings that helped this research prove successful included: informing the management authority of the superstore regarding the study that was being conducted; 4. Data Collection Another finding which was astonishing during this procedure was that the customers who were guided by the salespersons of their same ethnic background felt more at ease than those who were guides by the vendor of a different ethnic background. I divided the participants into two groups on the basis of the limitations that influenced their choices and revolutionized the product organization. Group A consisted of people who were both financially and culturally bound when it came to shopping; they had limitations, they could buy certain items and couldn’t buy others, due to financial constraints or cultural/religious restrictions; whereas, Group B consisted of people who were neither financially bound nor culturally or religiously restrained to shop for any item. After interviewing almost eight females and 11 males, it was learnt that two females and seven males were included in category A whereas, the rest of the 6 females and four males were included in category B. The response that I gained after questioning various females regarding their limitations with regard to their cultural background included some of the common remarks such as “Almost none”, “I believe that shopping has nothing to do with what we hold as a belief” and “Do you really think I shall perimeter common chores with my cultural boundaries? I don’t.” These answers were gained from the people belonging to Group B. But the responses varied completely when the people of Group A were subjected to the query. 4.1. Analysis and Reflection The answers provided to the questions I asked were somewhat realistically precise and served the purpose of the study because I aimed at inquiring people ‘how the association of culture modified their shopping patterns and routine product consumption?’ When asked, the answer provided by a 43 year old lady was “Yes that is very obvious. If my ethnicity prevents me from something that I shouldn’t be engaging with or consuming, then I won’t. That’s that.” Other comments included when regarded to the above question stated; “Affirmative”, “Yes, I guess that’s who we are at the end of the day”, and “culture eh? Something has to keep us on track now.” Thus, while interviewing various people the scheme of understanding that was drawn together was multipart. People who were categorized in group A were the most easily to reach and interact with, their behaviors and attitudes were in accordance to their cultural norms and they were easy to understand. Whereas, people who were eluded to group B, were following a different methodology of life and were barely affected by their culture or religion as compared to group A. A Muslim girl buying scarves because the colors were appealing, A Hindu getting beef kebabs although beef is forbidden in their religion and a young girl with a full trolley of junk food probably showing her independence of money, all these things provided me with a conclusion that modernism has affected cultural traditions. In accordance to Mishan and Chambers’ method of ethnographic interviewing, my questions were of three types i.e. descriptive, structural and contrast (2010: pp.211). This helped in obtaining the required data as it answered the first research questions. It provided that people are directly or indirectly affected by their cultural while they represent their choices in their lives. Communication with the sales staff at the market was also a critical part and their being unaware of my study helped me a lot in a better communication with them as they were not informed about my study to avoid interference in their work. When asked about their relationship status with the customers so far and the influence of culture on the product consumption, diverse answers were provided. People getting things according to their cultures (Except a few) were a very common finding in this research project. Also, the communicational process of people and their relationship with the retailers was interdependent mutually on their customs. 5. Key Observations and Findings Following findings and limitations obtained have been concluded and explained below after my study was completed according to the literature of ethnography and referred process. 1. Influence of Customs on Communication: After conducting this ethnographic research it has been gained that the customs and traditions of the people belonging to various ethnicities affect their communicational procedures in significant manners. People live their lives in accordance to their background and they follow the set of instructions that they consider appropriate with reference to their culture. It affects how they talk and behave when they interact with the people who exist around them. 2. Control of Ethnicity on Choices: Other than the communicational procedures of everyday life, the ethnicity of people controls the choices that they make regarding all the aspects of their lives. Similar was the process of the choices that were being made by people when they were shopping in the super market. These choices were directed by their cultural backgrounds not only with regard to items but also in deciding who they were talking to, what they were wearing, what they were thinking, and how they were treating others. 3. The Independency Provided by Financial Benefits: Along with the cultural factors that controlled and affected the lives of the people, it was learnt that their beliefs were strongly controlled by that of their financial statuses. Due to the interviews, the most important data gained was that people are more dependent on their finances to fall for the provision of the lifestyles that their cultures present instead of actually following it. As provided by the experiment of Group A and Group B, it has been elucidated that the path of representation of culture is directed by the financial grades of people. 4. Cultural Control on Product Endorsement: Wayne and Deborah (2007: pp.299) have stated that the household patterns, the social class and the diversity in the values and culture of different people and their life styles mainly affect the behavior of the consumers. So, people usually buy things that are according to their cultural, ethical and social needs and product endorsement should be targeted to these areas if targeting the people of a special culture Thus, this affects the product endorsement in a significant manner. For this specific reason, organizations have now started targeting cultural groups, as this helps them in gaining more profit. Other than this, the affect that the customs of an individual create, influences the product categorization is the relationship of people with their retailers. On one hand organizations aim at targeting people from specific cultural ethnicities; on the other hand organizations also practice and formulate policies which would help improve their relations with people all around the globe. This helps these organizations develop better dealings with not only a specified group, but all the cultural groups. 5. Gap Between Communities: With the help of this research, Lassiter’s viewpoint validates that there is a gap between cultural communities and this gap has been tried to be filled with the formulation of the literature been provided with the passage of time (2001: pp.137). This gap, however, can be filled by understanding how people get along when they are provided a common set of structural records to follow. These records could be in the form of shopping platforms, creatively active groups, or descriptive gatherings etc. When people get a chance to communicate, they get a chance to represent what is appropriate. 6. Effect of Environment on Customers: Environment is supposed to play an important part in the behavior of the people so the environment at the supermarket was also important and for that purpose, I observed the whole area. I talked to the sales staff and their general behavior towards the consumers, the music being played in the area, the cleanliness, the way things were arranged in the market and the convenience of the consumers. 6. Validation For this reason, with the help of various key literatures and the explanation of the context through their methodology, this paper is successful in providing the facts that relate to the notion of this ethnographic study. The data was then further compared and contrasted in ways to make sure whatever has been concluded is approved. Thus, this paper has been associated with the approved knowledge of scholars that relate to the above mentioned findings. Problems that were faced by previous researchers in this field e.g. not coming in the direct contact of the subjects and inability to understand the circumstances were also kept in mind and have been overcome. In this manner this paper has proved of significant use to the field of Anthropology and for pursuing it further. References: Atkinson, P. and Hammersley, M., 1994. Ethnography and participant observation. Available at: < http://hevra.haifa.ac.il/~soc/lecturers/sgooldin/files/6461181041799.pdf> [Accessed 20th December 2011]. Boddy, C., 2009. Ethnographic approaches to gathering marketing intelligence. Autralasian Journal of Marketing & Social Research, 17(1), pp.49-56. Brewer,J. and Sparkes, A.C., 2011. Parentally bereaved children and posttraumatic growth: Insights from an ethnographic study of a UK childhood bereavement service. Mortality, 16(3), pp. 204-222. Hoyer, W.D. and MacInnis, D.J., 2007. Consumer behavior. Mason: Cengage. Lassiter, L.E., 2001. From ‘reading over the shoulders of natives’ to ‘reading alongside natives’, literally: towards a collaborative and reciprocal ethnography. Journal of Anthropological Research, 57(2):137-149. Maguire, M. and Ball, S.J., 2006. Researching politics and the politics of research: recent qualitative studies in the UK. International Journal of Qualitative Studies in Education, 7(3), pp. 269-285. Mishan, F. and Chambers, A., 2010. Perspectives on language learning materials development. Switzerland: Peter Lang. Spanjaard, D., Freeman, L. and Young, L., 2010. The Accidental Ethnography: a journey within the world of the supermarket. Available at: [Accessed 21st December 2011]. Stalker, K., 2010. Some ethical and methodological issues in research with people with learning difficulties. Disability & Society, 13(1), pp. 5-19. Read More