I Don’t see, but I’m Seen - a study of garment consumption by visually impaired people

• Autor(a) principal: Barreto Borges, Maely
• Data de Publicação: 2020
• Outros Autores: Brasil, Alexander, Oliveira, Zaíla Maria de, Silva, José Edson da
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/17140
• topic: Visually impaired people (visual PWDs); Elements of influence; Consumption of clothes.; Deficiente visual (PCD visual); Elementos de influência; Consumo de roupas.

Objective: This study aimed to identify the elements that influence clothing consumption by visual PWDs (people with disabilities) as clothing consumers.Methodology: The field research was conducted through interviews applied to visually impaired individuals in four different institutions. This is an exploratory study conducted through content analysis. Data were collected through face-to-face interviews with 10 visual PWDs.Main results: The analysis of the results reveals a stronger perception of other senses in the clothes purchase process, especially the touch, but the store environment, the companion, and store attendants are elements that influence the consumption of clothes by visual PWDs. It has also been found that visual impairment does not represent a barrier to color imaginary for PWDs.Theoretical Contributions: Few studies have been done on the issue of clothing consumption by people with disabilities, especially when the client is visually impaired.Relevance: Vision is a much stimulated sense in the consumption process. Despite speeches of inclusion for visually impaired people, few actions have been taken by organizations for this type of client.Management Implications: Through greater awareness, such as through this work, members of this public may be persuaded to contribute to change in traditional retail patterns.