The literature on the consumption patterns of specific categories of consumers, such as people with disability, remains limited to date. This study explored the explicit consumer experience of a group of visually impaired (VI) consumers in-store using behavioural and self-report measures. A VI and a control group explored three different product shelves and manipulated target products inside the supermarket. Behavioural and self-report data were collected in relation to three main different phases of the in-store shopping experience: (i) the identification of a product; (ii) the style of product purchase; (iii) the consumers experience. Results showed that in the VI group, accuracy and reaction time vary by product category. Touch was the sense that most guided VI group’s product recognition, but it was also found to be significantly used by the controls across product categories. Higher levels of disorientation, difficulty in finding products, and repeating the route independently were found for VI. The results could encourage the use of tactile touchpoints, braille maps or an initial guided exploration of the supermarket, to allow the VI to memorize the internal layout of the different product categories and allow them to shop independently. This paper extends the literature on the consumption patterns of specific categories of consumers, such as people with disability, that remains limited to date. It also represents the first in-store consumer research took place in Italy comparing Italian VI people with sighted consumers behaviour.

关于特定类别消费者（例如残疾人）的消费模式的文献迄今为止仍然有限。本研究使用行为和自我报告措施探讨了一组视障 (VI) 消费者在店内的外显消费者体验。虚拟用户和对照组探索了三种不同的产品货架，并在超市内操纵目标产品。收集了与店内购物体验的三个主要不同阶段相关的行为和自我报告数据：(i) 产品的识别； (ii) 产品购买方式； （三）消费者体验。结果显示，在 VI 组中，准确度和反应时间因产品类别而异。触摸是最引导 VI 组产品识别的感觉，但它也被发现被跨产品类别的控件大量使用。 VI 的迷失方向、寻找产品困难以及独立重复路线的情况更为严重。结果可以鼓励使用触觉接触点、盲文地图或对超市进行初步引导探索，使 VI 能够记住不同产品类别的内部布局，并允许他们独立购物。本文扩展了有关特定类别消费者（例如残疾人）的消费模式的文献，但迄今为止这些文献仍然有限。这也代表了在意大利进行的首次店内消费者研究，将意大利 VI 人与视力正常的消费者行为进行比较。