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.
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