Since retailing conceptualisation, it has been at the forefront of societal distribution of necessities, goods and experiences. Human beings, the consumers of retail, have daily or multiple times used supermarkets to express their purchase behaviour and elevate their consumer lifes. In the retail space itself the consumer uses their senses of visual, auditory, olfactory and touch to accurately perceive all around them. But there is a group of individuals who face various challenges in the retail experience: people who are visually impaired. For them, the retail experience differs significantly from the norm. Thus, the purpose of this study is to explore how people who are visually impaired experience the retail setting of supermarkets. With an aim to analyse how in-store design and sensory cues can be used to enable and affect supermarkets for the visually impaired. Additionally, the impact of using aids will be explored to facilitate their role in retail experience. Empirical findings were collected with the help of qualitative single case studies with semi structured interviews. In total, one pilot-study was conducted and 15 visually impaired people were interviewed in Sweden. The informants were asked about their retail experience in supermarkets and how in-store design, senses and aids affect their personal experiences. The findings were analysed and coded through thematic analysis and later discussed with various peer-reviewed literature. Conclusively, this thesis found that visually impaired people experience a significant difference from sighted people in supermarkets. Facing numerous challenges and obstacles in their visits. It was found that visually impaired peopleare separated from other customer segments through various inaccessible factors in the retail setting. However, as these factors work as barriers, the research shows that there exist solutions and potential in the supermarket setting, extending through in-store design, sensory cues, and aids. By facilitating and developing the areas, major improvements to customer accessibility can be introduced.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-129926 |
| Date | January 2024 |
| Creators | Funkquist, Amanda, Hasan, Musse, Lennkvist, Rasmus |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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