Impact of innovative packaging on the attitudes and purchase intention of visually impaired and blind consumers: the case of Algeria

Abstract

Visually impaired or blind person faces many challenges in their daily activities, including purchasing medicines. To overcome this limitation; there is an innovative braille reading and writing system that has been introduced in the labelling of the packaging of pharmaceutical products. The aim of this research is to measure the impact of innovative Braille-labelled pharmaceutical packaging on the attitudes and purchase intention of visually impaired and blind consumers. We adopted quantitative and qualitative approaches. The quantitative research aims to obtain measurable data in relation to the attitudes and purchase intention of visually impaired and blind consumers, on a sample of 72 visually impaired and blind people. Whereas, the qualitative research allowed us to investigate the opinions leaders: doctors in chemist, in relation to the current situation of visually impaired and blind consumers, in the field semi …