The purchase of adapted cars for people with motor disabilities: netnography of the motivations and transformations in the lives of consumers.

• Autor(a) principal: Faria, Marina Dias de
• Data de Publicação: 2012
• Tipo de documento: Relatório
• Idioma: por
• Título da fonte: Repositório Institucional da UFRJ
• Texto Completo: http://hdl.handle.net/11422/10287
• topic: Marketing; Comportamento do consumidor; consumer behavior; Working paper; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

The purchase of a car involves various aspects, with some related to the functional aspects of the product and others to the symbolism embedded in the purchase and ownership of a car in Western society. In the case of people with motor disabilities, the purchase of a car adapted to their needs incorporates still other meanings because the autonomy it can bestow on these consumers is of a different nature than the autonomy granted by the purchase of a vehicle to people who do not have motor disabilities. The aim of the present study is to investigate the consumption of cars by people with motor disabilities through an examination of their motivations, difficulties and the way an adapted car can change their lives. The study sought to achieve this objective through an empirical study using netnographic technique in which data collection was performed by accompanying three email discussion groups and the texts and comments posted in three blogs. The results showed that people with motor disabilities are seeking autonomy when they decide to purchase an adapted car and that this purchase is related to the attempt to make their disability invisible. The study also highlights the difficulties faced by disabled consumers when purchasing a car and also during its daily use.