Estudio de los hábitos de compra de las personas con discapacidad visual en la adquisición de productos de consumo, vinculado al merchandising (accesibilidad, señalización e información) en supermercados de la ciudad de Cuenca

Abstract

This academic article covers a study of purchasing habits of people with visual impairment in the city of Cuenca, related to the acquisition of convenience products in supermarkets in the city. Based on the use of techniques and tests such as Chi-square and ANOVA, a descriptive cross-sectional investigation was carried out by means of a Simple Random Sample; for testing purposes, hypothesis tests related to the commercialization of products such as accessibility, signage and information and their importance when making purchases in supermarkets. Likewise, the purchase decision process and its dependence on the degree of visual disabilities were analyzed, where it could be seen that 56.52% of the companions are the ones who make the decision about the products during the purchase. The research will contribute in the development of the inclusive of people with visual impairment within the supermarkets of the city, in order to provide the best conditions for their autonomy and inclusive, for whatever it is that can reach the elements that could be incorporated in improving the shopping experience of this market segment, thus contributing to social well-being