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

Abstract

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 want/need. 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.

Keywords:

• Consumers with disabilities (CwD)
• advertising
• country of origin
• e-commerce
• exploratory research