Analysis of consumer Responses and purchase decision factors for products with severely disabled people and general products: Focused on product types, perception of products for people with disablilities, and altruism

This study was conducted for the purpose of identifying what needs to be considered for expanding marketing to the private consumer market as a way to increase sales of products at vocational rehabilitation facilities for people with severe disabilities. Using experimental methods for adult men and women aged 20 to 59, we examined differences in product attitudes and purchase intentions about severely disabled products and general products, and moderate effects of product types, perception of products for people with disabilities, and altruism. Also, we examined what were determinant factors in purchasing decisions. The results were followed. first, attitudes and purchasing intentions towards severely disabled product were not negative compared to general products. Second, product types and negative perceptions about products for people with disabilities affect product attitudes and purchasing intentions. Third, when altruism is high, product attitudes and purchasing intentions are high in hedonic product(cookies), but there was no such difference in utilitarian product(wet wipes). Forth, from the regression analysis, we found that the determinant factors for purchasing intention are the quality evaluation of the product in the case of utilitarian products, in case of hedonic products, quality evaluation and altruism are significant variables. But, the perception of products for people with disabilities did not appear to have an impact. Finally, implications of this study and future research directions were discussed.