Consumidor com deficiência visual e a escolha de atributos: o papel do hedonismo, do utilitarismo e do sensorial

• Ano de defesa: 2025
• Autor(a) principal: Cornacchioni, Bruno Veneziano
• Orientador(a): Bizarrias, Flávio Santino
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Consumidor com deficiência visual; Atributos hedônicos e utilitários; Análise conjunta; Preferências do consumidor
• Palavras-chave em Inglês: Visual Impairment Consumers, Hedonic and Utilitarian Attributes, Conjoint Analysis, Consumer Preferences
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/820

The Fast-Moving Consumer Goods (FMCG) industry constitutes a significant segment within the retail sector. Within this industry, the cosmetics sector holds a distinct position as it involves aspects of consumer identity. At the same time, consumers with visual impairment (CVI) represent a group that has been underexplored in academic research and has received limited attention from companies. The intersection of these two elements forms a market segment that remains scarcely addressed both in academic studies and in practical applications. From an academic standpoint, research on CVI consumers is expanding; however, existing studies primarily focus on limitations in purchasing conditions, with limited exploration of product development and experiential aspects. Additionally, little is known about how CVI consumers construct preferences and make purchasing decisions. This dissertation investigates the preferences of visually impaired consumers regarding hedonic and utilitarian attributes, as well as the role of sensory factors in the selection of cosmetic products. Deodorants were chosen as a representative category, given their widespread consumption among both CVI and non-CVI consumers. To achieve this objective, exploratory interviews were conducted to identify the most relevant attributes for testing in a Conjoint analysis. Subsequently, empirical data were collected and analyzed using Conjoint analysis to determine attribute preferences and value perceptions among CVI and non-CVI consumers. The absence of sight reduces access to aesthetic information, leading CVI consumers to rely on the remaining four senses, which results in less precise information processing. Consequently, their decision-making tends to be more utilitarian. The findings indicate that CVI consumers exhibit a stronger preference for utilitarian aspects, such as basic labels, neutral fragrances, and promotions, whereas non-CVI consumers tend to favor hedonic aspects, including brand recognition, intense fragrances, and the absence of promotions.