Consumption of Visually Impaired Students Based on the Theory of Consumer Vulnerability and Resilience

Informações

Código: EMA259
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 07 - Marketing e Sociedade

Autores

Pedro Felipe da Costa Coelho (Prog de Pós-Grad em Admin e Controlad – PPAC/UFC - Universidade Federal do Ceará) pedrofelipecc@gmail.com
Nelsio Rodrigues de Abreu (Prog de Pós-Grad em Admin – PPGA/UFPB - Universidade Federal da Paraíba) nelsio@gmail.com

Resumo

This study analyzes the consumption of elementary-school educational service by visually impaired individuals based on the theory of consumer vulnerability and resilience of Baker and Mason (2012). To this end, an investigation was performed on a NGO involved in the education of visually impaired students. Data were collected through narrative and in-depth interviews, in addition to seven months of participant observations. The data were analyzed using the data analysis spiral technique. The results indicate that a state of vulnerability was experienced by the students caused by pressures from the individual, the family, and the school community and because of the macro context. Impotence in the face of practices by school managers and teachers as well as dependence on friendly schools appeared in the form of shock caused by two events: the attempt to enroll students and the first days of school.

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