Shop ′til you drop: tales from a physically challenged shopper

Abstract

Consumer behavior is the behavior of people – at home, in the store, on the street – just about everywhere people are thinking about, purchasing, using and being satisfied or dissatisfied with their products. Consumer researchers have captured the experiences and perceptions of such real people in the study of decision processes, feelings, and reactions as individuals and as part of families and other groups. Some of those everyday shoppers, however, may be challenged by disabilities, affecting the products which are purchased and where these purchases take place. The study of consumer behavior can be further enriched by developing a program for conceptual evaluation and actual research focussing on the special and everyday needs of such challenged shoppers. Such a perspective leads to the possibility for uncovering product, advertising, and retail opportunities which better meet the needs and wants of such customers.

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