20.500.12556/RUL-187288 Izzivi slepih in slabovidnih pri sprejemanju nakupnih odločitev magistrsko delo Challenges faced by blind and visually impaired consumers in purchase decision making Magistrsko delo obravnava izzive, s katerimi se slepi in slabovidni porabniki soočajo v procesu sprejemanja nakupnih odločitev. Raziskava se osredotoča na vprašanje, s kakšnimi ovirami se slepi in slabovidni srečujejo v različnih fazah nakupnega procesa ter kako se te odražajo v njihovi samostojnosti in nakupni izkušnji. V teoretičnem delu predstavimo slepe in slabovidne potrošnike, njihove izzive in ključno regulativo, ki ureja marketinške aktivnosti pri slepih in slabovidnih osebah. V nadaljevanju se osredotočimo na razumevanje nakupnega procesa, kjer posebno pozornost namenimo načinom, na katere bi osebe z okvarami vida opolnomočili pri izvedbi celotnega nakupnega procesa. V empiričnem delu z lastno kvalitativno raziskavo, ki je vključevala polstrukturirane intervjuje z 9 slepimi oziroma slabovidnimi polnoletnimi posamezniki, preverimo, kako oni doživljajo posamezne faze nakupnega procesa in katere ovire pri tem zaznavajo. Rezultati kažejo, da se izzivi pojavljajo skozi celoten proces sprejemanja nakupnih odločitev, pri čemer so še posebej izraziti pri pridobivanju informacij o izdelkih, izvedbi nakupa ter pri uporabi digitalnih nakupnih okolij. Pomembno vlogo pri premagovanju ovir imajo pomoč drugih oseb, podpora prodajnega osebja in uporaba podporne tehnologije. Ugotovitve hkrati kažejo na razkorak med formalno zagotovljenimi pravicami do dostopnosti in dejansko nakupno izkušnjo slepih in slabovidnih porabnikov. Raziskava poudarja pomen celovitega zagotavljanja dostopnosti v vseh fazah nakupnega procesa ter ponuja izhodišča za izboljšanje nakupne izkušnje in večjo samostojnost slepih in slabovidnih porabnikov. The master’s thesis examines the challenges faced by blind and visually impaired consumers in the consumer decision-making process. The research focuses on the barriers encountered by blind and visually impaired consumers at different stages of the purchasing process and on how these barriers affect their independence and shopping experience. The theoretical part introduces blind and visually impaired consumers, the challenges they face, and the key regulations governing marketing activities related to blind and visually impaired individuals. It then focuses on understanding the purchasing process, with particular attention paid to ways of empowering people with visual impairments throughout the entire purchasing process. In the empirical part, a qualitative study involving semi-structured interviews with nine blind or visually impaired adult participants examines how they experience the individual stages of the purchasing process and which barriers they encounter. The results show that challenges arise throughout the entire consumer decision-making process and are particularly evident when obtaining product information, making purchases, and using digital shopping environments. Assistance from others, support from sales staff, and the use of assistive technologies play an important role in overcoming these barriers. The findings also reveal a gap between formally guaranteed accessibility rights and the actual shopping experiences of blind and visually impaired consumers. The study highlights the importance of ensuring comprehensive accessibility throughout all stages of the purchasing process and provides a basis for improving the shopping experience and increasing the independence of blind and visually impaired consumers. slepi in slabovidni porabniki dostopnost nakupna izkušnja zakonodaja blind and visually impaired consumers accessibility shopping experience regulation true true false J. Skarlovnik Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-09-10 07:30:26 2026-09-10 07:30:33 2026-09-11 10:30:06 0000-00-00 00:00:00 2026 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (80 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1-056.262(043.2) 207492 290780163 30051.pdf 30051.pdf 1 9C752B1B863BC003647BB583F0B18305 69aef41c4ad24322af7e9d8aa8585091a508ab98446452a0690aec53a7d20278 b80387b0-acd8-11f1-8bc5-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=246838 Fakulteta za družbene vede 0 0 0