Visually impaired consumers often suffer one of the worst marketplace stresses when processing product information. Despite there being around 314 million blind or visually impaired people worldwide, today's marketplace does not yet adequately address these stresses. This study develops and tests a theoretical model of how visually impaired consumers cope in marketplace engagement and discusses how companies and policymakers can help to increase marketplace engagement.
Blind and partially sighted people’s perceptions of inclusion by family and friends are examined in a major survey of over 900 adults with low vision in the UK. Findings demonstrate a complex picture, reporting high levels of severe lack of social support in comparison to the general population especially among men, and lack of social support expressed extensively by those who were rarely or never visited by family or neighbours. Levels of reported social support were not related to the degree of severity of sight loss or age; and economically inactive respondents of working age reported lower levels of social support than those who were working. Correlation between respondents’ having hobbies and going shopping and rising levels of social support was shown. With 40% of respondents living alone, having someone visiting as little as at least once a month meant that respondents were less likely to express severe lack of social support. The concept of ‘inclusion’ is recognized as more associated with formal ideas of citizenship and participation in community life than with informal support. It is suggested that increased focus should be given in public policy development and service provision to enabling greater levels of informal inclusion for people with visual impairments. Implications for general services development are noted.
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