“…The same scenario is for the other typologies of lifestyles. However, it was interesting to identify that contrary to beliefs that BOP consumers prefer only low prices (Ernst et al, 2015;Jagtap et al, 2014;Lee & Kim, 2018;London et al, 2010London et al, , 2014Prahalad, 2005;Sheth, 2011;Viswanathan & Sridharan, 2012), a specific group (innovators and strivers) does not mind paying high prices for brands that represent a different social status. Primarily, technological products are associated with them, confirming that technology for the BOP market is fundamental (Dey & Binsardi, 2016;Irugalbandara & Fernando, 2019;Prahalad, 2005).…”