Ethnographic methods – a case study of gaining knowledge about consumers
Ethnographic methods – a case study of gaining knowledge about consumers

Summary/Abstract: This study presents the process of changes in consumer behaviour taking place over the last few years related to being active and leading a healthy lifestyle. The objective of the paper is to characterize, analyze and evaluate the motivation of people leading a healthy lifestyle, i.e. those who practice sports and keep a healthy diet. The thesis of the study is that consumers practice sports mainly for entertainment and enjoyment, wishing to stay healthy and fit and maintain a proper body shape. The thesis was verified by carrying out experimental pilot ethnographic qualitative research involving participatory observation. The measurement instrument used was shadowing. The thesis was verified based on the analysis and evaluation of the current and available secondary data on consumer behaviour changes related to being active and leading a healthy lifestyle.

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