Marketing of specialised products and services to consumers with disabilities: exploring the role of advertising, country-of-origin, and e-commerce

Thomas Aichner; Abdel Monim Shaltoni

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Marketing of specialised products and services to consumers with disabilities: exploring the role of advertising, country-of-origin, and e-commerce

机译：向残疾消费者进行专业产品和服务的营销：探讨广告，原籍国和电子商务的作用

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This article contains an exploration of the needs, preferences and concerns of consumers with disabilities (CwD) considering their acquisition of specialised products and services. An exploratory survey among 215 Italian citizens was carried out, all of whom are dealing with some type of disability. Quantitative and qualitative data were used to generate insight into CwD buying preferences and the difficulties associated with finding what they wanteed. The results are presented under four main research issues: the consumers' difficulty in finding the right product/service provider, the perceived degree of advertisement for products/services, the importance of the origin of the product/service provider, and finally, CwD willingness to buy products online. A number of practical implications and suggestions to improve marketing of specialised products and services to this target group are provided, which may help businesses to improve their economic success. The findings of this research may also help the CwD to improve their quality of life.

机译：本文探讨了考虑购买残疾人专用产品和服务的残疾消费者（CwD）的需求，偏好和关注点。对215名意大利公民进行了一次探索性调查，他们都在处理某种类型的残疾。定量和定性的数据可用于深入了解CwD的购买偏好以及与找到他们想要/需要的东西相关的困难。研究结果归纳为以下四个主要研究问题：消费者难以找到合适的产品/服务提供商，对产品/服务广告的认知程度，产品/服务提供商起源的重要性，以及CwD的意愿在线购买产品。提供了一些实际的建议和建议，以改善针对该目标群体的专用产品和服务的营销，这可能有助于企业提高其经济成功率。这项研究的发现也可能有助于社区卫生组织改善其生活质量。

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来源
《International review of retail, distribution and consumer research》 |2018年第2期|115-136|共22页
作者
Thomas Aichner; Abdel Monim Shaltoni;
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作者单位

College of Business, Alfaisal University, Riyadh, Kingdom of Saudi Arabia,Department of Management and Engineering, University of Padova, Vicenza, Italy;

College of Business, Alfaisal University, Riyadh, Kingdom of Saudi Arabia;

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原文格式 PDF
正文语种 eng
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关键词
Consumers with disabilities (CwD); advertising; country of origin; e-commerce; exploratory research;

机译：残疾消费者（CwD）;广告;出生国家;电子商务;探索性研究;

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Marketing of specialised products and services to consumers with disabilities: exploring the role of advertising, country-of-origin, and e-commerce

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