PurposeThe objective of this study is to determine the relative importance that the visually impaired give to restaurant service attributes during leisure outings, and the relative utility they allocate to the various levels of these attributes.Design/methodology/approachThe study was conducted in two stages. The first stage consisted of exploratory research using focus groups; the second consisted of a survey using a structured questionnaire administered to 203 visually impaired consumers; conjoint analysis was used.FindingsThe ideal restaurant profile for survey respondents is one in which: the menu is read by the server; service is provided by empathetic servers; low‐intensity light and sound are used; round tables are preferred over rectangular tables; and the server can be summoned using a button.Research limitations/implicationsThe use of a non‐probabilistic sample may limit the generalizability of findings.Practical implicationsThis study's results can be useful to restaurant managers by improving their understanding of the needs of visually‐impaired consumers.Social implicationsThe study contributes to the inclusion in society of the visually impaired as consumers by giving them a voice to express their needs and wants.Originality/valuePrevious studies have not considered the relative utility conferred to restaurant attributes by consumers. The use of conjoint analysis allows the evaluation of the relative importance of these attributes and their levels, while at the same time shedding light on tradeoffs made by the visually impaired consumer in selecting restaurant attributes.

Purpose Consumers with Down syndrome are present in all countries, but there has been little marketing research examining their consumption experiences. The purpose of this exploratory investigation is the analysis of the consumption meanings and practices of Down syndrome adults from their own point of view and from their families’ perspectives. Design/methodology/approach Data was drawn from 44 narratives interviews that included families'stories, description of album photos and projective techniques. Findings The research shows from the families’ perspectives how barriers to consumption prevent Down syndrome adults from becoming agentic consumers. The findings reveal the “labels” associated with the vulnerability of people with Down syndrome and their families in their market experiences. Research limitations/implications Research is limited to a single country and location and is focused on a specific group of overlooked consumers. We encourage the expansion of the research to a wider group and different locations. Practical implications The research identifies barriers to social inclusion that can support public policy and marketing manangement that contribute to a more humanistic marketing. Originality/value The research presents narratives of adults with Down syndrome, their mothers and siblings. The findings contribute to a comprehension about the welfare of this traditionally neglected, vulnerable group of consumers, which is useful for consumers, Down syndrome people and their families, marketing managers and public policymakers.

A demanda pela utilização de métodos participativos de ensino vem aumentando em cursos de administração. Correspondentemente, cresce o número de professores que utilizam esse método por meio de casos. Como forma de incentivar a disseminação de casos brasileiros, em 2007, a Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) passou a aceitar casos de ensino em seus congressos. A presente pesquisa tem por objetivo propor diretrizes para acadêmicos brasileiros em administração que desejem produzir casos de ensino, a partir de um panorama da produção dos casos nacionais publicados entre 2007 e 2011. Foi realizada uma análise bibliométrica acerca das publicações nos eventos da ANPAD e nos principais periódicos nacionais. Os resultados apontaram que os maiores problemas ocorrem nas notas de ensino. A maioria dos casos é considerada pelos autores como útil para as áreas de estratégia e de marketing, porém há áreas que contam com poucos casos, como gestão de pessoas, logística e finanças. A análise alertou para a predominância de um perfil de protagonista e para a falta de diversificação das fontes de dados utilizadas para a elaboração dos casos. O artigo traz 16 diretrizes com o propósito de orientar acadêmicos brasileiros que desejem produzir casos de ensino em administração.

Purpose-This study intends to investigate whether corporate social responsibility (CSR) would positively influence the benefit and the value perceived by the consumer in the company's offer, the judgment of fairness in the price differential charged for it, and his/her buying intention, in a context where the socially responsible firm practises a price higher than the competition. It also investigates whether a social action, supported by the firm, with direct impact on the consumer's life, would provoke a higher effect in his/her reactions than a social action with indirect impact. Design/methodology/approach-The objectives were achieved through experimental methodology, using scenarios. Prior studies contributions to CSR and consumer behavior domains and the theoretical framework supporting the model of perceived value generated the study's proposition, which was translated in a set of hypotheses. Findings-The results obtained indicated that consumers perceived greater benefit and value in the offer of the socially responsible firm, and were showed to be willing to pay 10 percent more for its product, judging this price differential as being fair. Moreover, the social action with direct impact on the consumer's life influenced more positively his/her reactions than the social action with indirect impact. Research limitations/implications-The research instrument opens up the possibility for people to try to give answers that are in accordance with socially established rules and conventions. Also, a non-probabilistic convenience sample was adopted. Issues for future studies are: price sensitivity in the context of CSR; the importance of CSR as a factor of influence in buying decision compared with other factors; variables that could exert influence on the impact of CSR on consumers' reactions; the influence of information sources about CSR in the consumer's buying decision. Practical implications-The results of the study indicate that companies have the opportunity to respond to their consumers' desires of feeling good about a purchase (incentivating CSR), while achieving their business goals and, simultaneously, giving their own contribution to society. Also, when deciding on the social project to invest, firms should try to know which social actions are more valued by their consumers, which are those they judge to benefit them more directly. Originality/value-The results achieved the integration of CSR in the field of perception of price fairness, as one motive that contributes to a price differential be judged as fair. As a part of the study, a measurement scale was elaborated and tested for the variable perceived benefit.

A despeito de serem importantes meios de comunicação da cultura, dos valores e das perspectivas vigentes em uma sociedade, os textos culturais configuram possibilidades pouco exploradas em pesquisas acerca do comportamento do consumidor com deficiência. No Brasil, novelas televisivas parecem ser textos culturais adequados para esses estudos, tendo em vista a importância apresentada pelas telenovelas como programas transclassistas de abrangência nacional. Definiu-se como objetivo do estudo discutir as representações e os estereótipos das pessoas com deficiência (doravante PcD) como consumidoras apresentados em telenovelas brasileiras. Para atingir o objetivo foram analisadas cenas de 22 telenovelas brasileiras que mostram personagens com deficiência em situações de consumo. Os resultados do estudo alertam para a necessidade de que empresas, instituições públicas e a sociedade em geral revejam a forma como lidam com esses consumidores quase invisíveis que, muitas vezes, não são considerados como potenciais clientes e são excluídos de ações de políticas públicas.