ABSTRACT: The paper explores the role of an inclusive approach in reducing the market marginalization of people with disabilities, with the aim of examining how specific characteristics of the population affect their market inclusion. The research is based on the analysis of secondary data from the 2013 Census of Population in the Republic of Srpska. Year. The data were used to identify the dominant segments of the population and their specific needs, which is the basis for considering an inclusive approach to the market. Using descriptive statistics, absolute and relative proportions of individual types of disability were determined, while the χ² independence test was used to examine statistically significant differences in the distribution of disability by sex and age groups. The results show that men are more often represented in the categories of difficulties in moving and climbing stairs, while women are relatively more represented in the categories of difficulties in independent care and communication. An analysis of age groups and visual impairments shows that younger groups have a high relative incidence of vision problems, suggesting congenital or early forms, while older groups record a higher absolute number of people with visual difficulties, reflecting age-related degenerative changes. These findings confirm the heterogeneity of the population of persons with disabilities and highlight the existence of segments with different needs that require a differentiated approach in planning the accessibility of products, services and information. A mismatch between identified needs and the general availability of market resources can limit the market involvement of these individuals, while the implementation of an inclusive approach allows for better designed policies and strategies. The paper contributes to the theory of market segmentation by integrating demographic data and the principles of inclusion, while providing practical guidelines for improving physical and digital accessibility, creating targeted communication and developing socially responsible initiatives.

 

Keywords: inclusive marketing, people with disabilities, market inclusion, customized marketing strategies, market segmentation