Brand adoption by BoP retailers

Abstract

Previous studies with regard to brand adoption by retailers have focussed on large retailers who are approached directly by the brands. There is a lack of studies on how BoP retailers adopt brands who sell to a very different set of customers and are served indirectly through long indirect channels. Most studies have approached the subject from a distribution perspective of reaching to these markets. Sixty retailers belonging to different villages of Central and North Gujarat, were interviewed to understand their brand adoption process.The interviews were audio recorded, transcribed and analysed. A grounded theory based analysis was carried out. The analysis brought out six criteria used by the retailers in selecting brands with demand for the brand as the most dominant factor. Other criteria included brand adoption by other retailers, profitability, influence of wholesaler/distributor, and packaging.

A process view of the role of integrated marketing communications during brand crises

“…Due to the lack of theory development around the phenomenon studied, a grounded theory approach was adopted, relying on indepth interviews and inductive analysis to develop a holistic understanding of the concepts (Mello and Flint, 2009). The grounded theory approach has been widely used to conceptualize and understand phenomena (Sinha et al, 2017) and is appropriate when the purpose of the study is to further explore theories and constructs (Hirschman and Thompson, 1997). In addition, because qualitative research is particularly suited for developing process-oriented models (Gopaldas, 2016), it is an appropriate approach given our goal of examining the processes firms use to manage through crises.…”

Managing omni-customer brand experience via augmented reality

“…Because of the support of new information and communication technologies, customer experience touch points, atmospheric, technological, communicative and product interaction elements facilitate employee–customer interactions and customer–customer interactions in smart retails (Stein and Ramaseshan, 2016) and evolve brand consideration (Baxendale et al , 2015). Purchases take place in new spaces, pending among digital and physical organization (Pantano and Timmermans, 2014), where technology can help retailers to adopt brands (Sinha et al , 2017), organizing memorable experiences (Stach, 2017), and to target appropriate consumers (by means of the analysis of transactional data, consumer data and environmental data) and customers to make better informed decisions (because of visual presentations, etc.) – Figure 1.…”

Consumption at the Bottom of the Pyramid: Current State of Research and Suggestions for Future Study

“…The third theme is related to better understanding loyalty and satisfaction, how these are affected by resource availability and how consumers' loyalty to a supplier can be due simply to a lack of alternatives (Leonhardt and Chu, 2017;Sinha et al, 2017). The fourth theme addresses brand, product and retail, discussing how products or services affect both personal and financial well-being at the bottom of the pyramid, such as the use of online banking, the understanding and complexity of the product, purchasing structure, market pressures and retailers' decisions about adopting brands and retail (Leonhardt and Chu, 2017;Sinha et al, 2017;Hasan et al, 2017;Farooq, 2017). Suggestions are also made for long-term studies to assess consumer behavior over time and qualitative research such as ethnographies.…”