Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers

Detalhes bibliográficos
Autor(a) principal: Almeida, Iris Brenda Mendes Souza e Silva
Data de Publicação: 2019
Outros Autores: Lucian, Rafael, Abreu, Nelsio Rodrigues
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
Texto Completo: https://www.regepe.org.br/regepe/article/view/983
Resumo: This paper aims to define the concept of sensorial merchandising as a retail atmosphere effort to generate a better shopping experience to blind people. Fashion retail is an unexplored environment to blind people due to certain limitations of the currently majority atmosphere of the sector. In this line, the central objective of this research is to understand the consumers' wishes, and thus to propose a sensory protocol of care applicable to the fashion retail that can promote the blind costumer autonomy in the act of the purchase using a sensorial color chart with fruit aroma. The methodology adopted was a single case study experiment conducted in a controlled environment. The results obtained suggest a positive relationship between the blind consumer and Color Sense, as well as the other elements of Sensorial Merchandising.
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spelling Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind ConsumersSensorial Merchandising: Um Experimento no Varejo de Moda para Inclusão de Consumidores CegosConsumer BehaviorConsumptionRetail ManagementSensorial Merchandisingcomportamento do consumidorconsumogestão do varejosensorial merchandisingThis paper aims to define the concept of sensorial merchandising as a retail atmosphere effort to generate a better shopping experience to blind people. Fashion retail is an unexplored environment to blind people due to certain limitations of the currently majority atmosphere of the sector. In this line, the central objective of this research is to understand the consumers' wishes, and thus to propose a sensory protocol of care applicable to the fashion retail that can promote the blind costumer autonomy in the act of the purchase using a sensorial color chart with fruit aroma. The methodology adopted was a single case study experiment conducted in a controlled environment. The results obtained suggest a positive relationship between the blind consumer and Color Sense, as well as the other elements of Sensorial Merchandising.Esse artigo propõe o conceito de sensorial merchandising a partir do entendimento da atmosfera de varejo como um esforço para gerar uma experiência de compra, com pessoas com deficiência visual. Os deficientes visuais no varejo de moda, devido a certas limitações, necessitam de algumas mudanças na atmosfera do setor. O objetivo, então, é compreender os anseios dos consumidores, e assim dar subsídios as empresas de varejo de moda para que promovam sua autonomia no ato da compra utilizando uma cartela de cores com aroma de fruta/fruto, Color Sense, como elemento do Sensorial Merchandising. A metodologia adotada foi um experimento de estudo de caso único realizado em ambiente controlado. Os resultados obtidos sugerem uma relação positiva do consumidor cego com a Color Sense, assim como os demais elementos do Sensorial Merchandising.ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas2019-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.regepe.org.br/regepe/article/view/98310.14211/regepe.v8i1.983REGEPE Entrepreneurship and Small Business Journal; Vol. 8 No. 1 (2019): Jan./Apr.; 126-148REGEPE Entrepreneurship and Small Business Journal; Vol. 8 Núm. 1 (2019): ene./abr.; 126-148REGEPE Entrepreneurship and Small Business Journal; v. 8 n. 1 (2019): jan./abr.; 126-1482965-1506reponame:Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPEinstname:Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)instacron:ANEGEPEporhttps://www.regepe.org.br/regepe/article/view/983/pdfCopyright (c) 2018 REGEPE - Revista de Empreendedorismo e Gestão de Pequenas Empresasinfo:eu-repo/semantics/openAccessAlmeida, Iris Brenda Mendes Souza e SilvaLucian, RafaelAbreu, Nelsio Rodrigues2024-05-23T20:02:13Zoai:ojs.regepe.org.br:article/983Revistahttps://www.regepe.org.br/regepe/indexPRIhttps://www.regepe.org.br/regepe/oaieditorialregep@gmail.com2316-20582316-2058opendoar:2024-05-23T20:02:13Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)false
dc.title.none.fl_str_mv Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers
Sensorial Merchandising: Um Experimento no Varejo de Moda para Inclusão de Consumidores Cegos
title Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers
spellingShingle Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers
Almeida, Iris Brenda Mendes Souza e Silva
Consumer Behavior
Consumption
Retail Management
Sensorial Merchandising
comportamento do consumidor
consumo
gestão do varejo
sensorial merchandising
title_short Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers
title_full Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers
title_fullStr Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers
title_full_unstemmed Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers
title_sort Sensory Merchandising: A Fashion Retail Experiment for Inclusion of Blind Consumers
author Almeida, Iris Brenda Mendes Souza e Silva
author_facet Almeida, Iris Brenda Mendes Souza e Silva
Lucian, Rafael
Abreu, Nelsio Rodrigues
author_role author
author2 Lucian, Rafael
Abreu, Nelsio Rodrigues
author2_role author
author
dc.contributor.author.fl_str_mv Almeida, Iris Brenda Mendes Souza e Silva
Lucian, Rafael
Abreu, Nelsio Rodrigues
dc.subject.por.fl_str_mv Consumer Behavior
Consumption
Retail Management
Sensorial Merchandising
comportamento do consumidor
consumo
gestão do varejo
sensorial merchandising
topic Consumer Behavior
Consumption
Retail Management
Sensorial Merchandising
comportamento do consumidor
consumo
gestão do varejo
sensorial merchandising
description This paper aims to define the concept of sensorial merchandising as a retail atmosphere effort to generate a better shopping experience to blind people. Fashion retail is an unexplored environment to blind people due to certain limitations of the currently majority atmosphere of the sector. In this line, the central objective of this research is to understand the consumers' wishes, and thus to propose a sensory protocol of care applicable to the fashion retail that can promote the blind costumer autonomy in the act of the purchase using a sensorial color chart with fruit aroma. The methodology adopted was a single case study experiment conducted in a controlled environment. The results obtained suggest a positive relationship between the blind consumer and Color Sense, as well as the other elements of Sensorial Merchandising.
publishDate 2019
dc.date.none.fl_str_mv 2019-01-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.regepe.org.br/regepe/article/view/983
10.14211/regepe.v8i1.983
url https://www.regepe.org.br/regepe/article/view/983
identifier_str_mv 10.14211/regepe.v8i1.983
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.regepe.org.br/regepe/article/view/983/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2018 REGEPE - Revista de Empreendedorismo e Gestão de Pequenas Empresas
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 REGEPE - Revista de Empreendedorismo e Gestão de Pequenas Empresas
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas
publisher.none.fl_str_mv ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas
dc.source.none.fl_str_mv REGEPE Entrepreneurship and Small Business Journal; Vol. 8 No. 1 (2019): Jan./Apr.; 126-148
REGEPE Entrepreneurship and Small Business Journal; Vol. 8 Núm. 1 (2019): ene./abr.; 126-148
REGEPE Entrepreneurship and Small Business Journal; v. 8 n. 1 (2019): jan./abr.; 126-148
2965-1506
reponame:Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
instname:Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)
instacron:ANEGEPE
instname_str Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)
instacron_str ANEGEPE
institution ANEGEPE
reponame_str Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
collection Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
repository.name.fl_str_mv Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)
repository.mail.fl_str_mv editorialregep@gmail.com
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