Ethnographic study - 2116 Words

This essay is an ethnographic study of Whole Foods Market which is located in Kensington, London. Whole Foods Market is a niche supermarket that sells high quality organic and natural products at high prices. In this essay, I will provide a brief orientation of ethics with regards to the concepts of Corporate Social Responsibility - macroethics and Business Ethics - microethics and the theoretical frameworks of consequentialism, deontology and virtue ethics. I will be using deontology framework in ethics devised by Immanuel Kant to assess if the marketing strategy and the products sold at Whole Foods Market support their principle of ‘organic and natural’. My ethnographic study took place at Whole Foods Market in Kensington, London.†¦show more content†¦The furniture on the top floor was brown wooden benches following the theme of natural organic. Fresh and perishable foods like wines, cheese, pastries, chocolates and toiletries were displayed on the middle and ground floors. Majority of food items sold are natural and organic and were sourced from the best places in the world. For example, fair trade bananas were from Costa-Rica and Venezuela, wines were from vineyards in France, Spain, Australia and cheese was from England and France. On entering the store, I came across the bakery section that had products ranging from gluten-free bread, cookies, cakes, muffins, seasonal pies and buns. All products were freshly baked in store and displayed for customers to purchase. One could see the bakers mixing the ingredients, rolling and shaping the dough, placing it in the oven, packaging and labelling the fresh bread. The preparation area was clean and visible for all customers to see. The breads were displayed on a brown rusty table that gave the product a natural and organic feel. Product labels used for the bread were light brown in colour adding to the rustic organic feel Whole Foods Market sells to their customers. All ingredients used to make the bread were all natural organic ingredients. In the wine section, although the wines have been bottled on delivery to the store, the sommeliers or wine stewards in the store placed the wines in wooden boxes afterwards packaging andShow MoreRelatedCharacteristics Of Ethnographic And Case Study Approach1369 Words   |  6 PagesUnit 7 DB 1 Characteristics of ethnographic or case study approach There are multiple characteristics of ethnographic approach. The research is considered to be more of a descriptive type research approach, Which is intended for â€Å"in-depth investigation and description of cultural groups, cultures, large organizations and groupings, and their features (Percy, Kostere, Kostere, 2015, p. 16). This type of research immerses its selves in the organization or culture they are reviewing, and becomingRead MoreCharacteristics Of Ethnographic And Case Study Approach1286 Words   |  6 PagesCharacteristics of ethnographic or case study approach There are multiple characteristics of ethnographic approach. This research is considered to be more of a descriptive type research approach, that is intended for â€Å"in-depth research and descriptions of ethnic groups, cultures, large organizations, and their features† (Percy, Kostere, Kostere, 2015, p. 16). This type of research immerses its selves in the organization or culture they are reviewing, and becoming a part of the culture, so thatRead MoreThe People Within Ethnographic Studies981 Words   |  4 Pages†¢ There is an interest of peoples sensory experience. Such experiences include social interaction, the persons physical environment and memory. Researchers have to know what is involved with sensory and embodied experience in order to study the experiences of others. Different methods such as film making have been put forward as ways of putting forward representations of the experiences of groups of people as well as the ethnographer, to an audience. †¢ Sensory experience had often been divided intoRead More Ethnographic study at McDonalds Essay2112 Words   |  9 Pagesrestaurants working in collaboration to deliver their customers with the best product and to achieve this McDonalds follows the concepts of globalization. This essay will discuss anc ethnographic study at McDonalds examining whether it confirms or denies the claims made about globalization. The ethnographic study took place at McDonalds’ shop, Leeds, local market in the afternoon of Monday, 17th January 2011. From away I could observe the huge logo of McDonalds. I stood at the entrance and staredRead MoreAn Ethnographic Study On Individuals And Groups1329 Words   |  6 PagesFor my project proposal, I decided to do an ethnographic study on individuals and groups in airports. I have noticed that when I travel, I normally choose not to hold conversations with other people even though I am closed and confined quarters for long periods of time. Therefore, I wanted to observe if people interact more with their devices than with each other. Prior to my observations, I assumed that crosstalk is limited, and that technologies result in social isolation. I believed that theRead MoreAn Ethnographic Study of a Subway Resturant2668 Words   |  11 Pageseconomies are difficult to separate and a few authors believe the effects of multinational enterprise to be a defining feature of globalisation (Strange, 1986). In this essay, I am going to deliver a wider understanding of globalisation through the study of a fast food restaurant, subway to be precise. I am focusing on a branch of the restaurant in Bradford, paying attention to the sorts of customers who patronise it as well as the staff who work there. I will contrast the restaurant with another establishmentRead MoreEssay on Female Stoners: An Ethnographic Study2317 Words   |  10 PagesFemale Stoners An Ethnographic Study Joelle Baker - December 18, 2013Introduction I choose to do my ethnographic study on female stoners. They are a subculture of a subculture and are not often recognized as part of society. I hoped to shed some light on the daily lives of female smokers, as well as end further stereotypes associated with this group. During my study I found that female stoners lead relatively normal lives, just it involves smoking marijuana. Further participatory researchRead MoreAn Ethnographic Study On American Ethnic Identity1579 Words   |  7 Pagesactivities since they were treated as slaves in the past. Today, prejudice against Black people is still a complicated issue. In examining how people in a small group interpret and reinterpret their identities, my thesis for this ethnographic study aims to illuminate how the ethnographic record provides claims about African- American ethnic identity in order to counter the impact of discrimination. I have figured out that attendant observation is beneficial to immerse myself into a community, in order toRead MoreMy Reflection On My Ethnographic Study1153 Words   |  5 Pages For my ethnographic study I chose to interview my schoolmate about her language learning experiences which relate to her culture. The main focuses of this ethnographic study are to enhance the teaching quality and facilitate positive curriculum development through the interview. Last week I had an opportunity to interview a schoolmate of mine, a doctoral degree student who studies in TESOL program at Alliant International University. The name of my schoolmate called April and she is aRead MoreThe Wolfpack Is A 2015 Documentary That Tells The Story Of The Angulo Family1260 Words   |  6 Pagesbetween Crystal Moselle and the history of ethnographic filmmaking are glaringly obvious. While Jay Ruby would not classify The Wolfpack as an ethnographic film because it was not made by an ethnographer about a non-Western culture, it does fit in with the popular definition of ethnographic film as described in his book, Picturing Culture (Ruby 2000: 28). He writes, â€Å"The popular assumption held by layperson and professional alike is that an ethnographic film is a documentary about exotic people†