Transformative Consumer Research and the Visually Impaired: A study on restaurant services

Citizens with disabilities wish and have the right to fulfill all social roles, including the consumer role. Business practitioners and scholars, however, frequently fail to consider these potential consumers. This study aims to analyze if the attributes the visually impaired most value in leisure services and environments are present in restaurants in Rio de Janeiro. Results point to certain fundamental attributes as being valued by people with low or no visual acuity in leisure restaurant outings: menus in Braille; personnel trained to serve ; tables with legs on each of its four corners and without sharp edges; low sound and light intensity; attendant paging devices; and adequate restroom facilities. Observations and interviews show that most restaurants have accessibility issues. Practical and social implications point to mandatory investments in infrastructure and personnel training in order to tend to the needs of the visually impaired according to legal and market requirements.