Abstract
Businesses have increasingly begun to recognize the various challenges, processes, and values different types of consumers encounter in the marketplace and have adjusted their business practices accordingly.
Nevertheless, contemporary research has scarcely considered how differences such as disabilities affect consumer behavior, customer experiences, and decision-making. The study aims to increase the understanding of consumers with autism spectrum disorder by investigating their customer experience and purchasing decision-making process in a fashion retail context. This disability includes cognitive, emotional, social, and behavioral challenges, suggesting that the customer experience, customer journey, and general consumer behavior might be expressed and experienced differently than non-disabled and/or neurotypical consumers. The phenomenological approach has been applied to explore the narratives and lived experiences of this consumer group. Data was collected through interviews with 10 voluntary participants with autism spectrum disorder. The findings demonstrate that consumers with autism spectrum disorder encounter various challenges during marketplace interactions related to emotional, atmospheric, product, and social aspects, all of which are interconnected and require significant usage of mental resources. Furthermore, safety concerns, such as needs for conformity and accept, present important influential factors during decision-making, that also affect availability of mental resources. In general, this consumer group show strong tendencies of risk-aversive behavior and a high reliance on routines and support measures. Additionally, it is found that consumers with autism spectrum disorder engages in two types of decision-making processes depending on whether it is a repeat-purchase or a new purchase. Theoretical contributions include a better understanding of a relatively unknown consumer group, which aids in the broader development of consumer theory.
Uddannelser | Cand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling |
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Sprog | Engelsk |
Udgivelsesdato | 2024 |
Antal sider | 111 |
Vejledere | Milena Micevski |