Chapter 11 Exploring the Urban BoP Market

Mathur, Mahima; Mehta, Ritu; Swami, Sanjeev; Bhatnagar, Sanjeev

doi:10.1108/978-1-78714-555-920181012

Cited by 10 publications

(7 citation statements)

References 12 publications

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“…The immense and increasing popularity of the FMCG sector [66] for both urban and rural BoP consumers [67] has motivated us to select this area for this current study. Moreover, most of the products of the FMCG sector are being purchased as essential goods.…”

Section: Methodological Approachmentioning

confidence: 99%

BoPCOVIPIP: Capturing the Dynamics of Marketing Mix Among Bottom of Pyramid Consumers during COVID-19

Panda¹,

Mukhopadhyay²,

Saha³

et al. 2022

IJISA

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The behaviour of consumers mostly follows the guidelines derived from marketing theories and models. But under some unavoidable circumstances, the consumers show a complete deviation compared to their existing consumption pattern, purchase behaviour, decision-making and so on. Under similar circumstances, this study aims to capture both urban and rural Bottom of the Pyramid (BoP) consumers’ perceptions of various marketing mixes during the COVID-19 pandemic situation. With a sample size of 378 and 282, the perception towards different marketing mixes has been captured for Pre-COVID and During-COVID periods, respectively. The adopted quantitative analysis indicates a difference in perception towards marketing mix During COVID compared to Pre-COVID. Moreover, the selection of West Bengal, India, as an area of research fulfills the BoP literature’s existing prominent research gap. This study also comes with the potential to assist marketers and the Fast-Moving Consumer Goods (FMCG) industry in framing strategies to target BoP consumers.

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Section: Methodological Approachmentioning

confidence: 99%

BoPCOVIPIP: Capturing the Dynamics of Marketing Mix Among Bottom of Pyramid Consumers during COVID-19

Panda¹,

Mukhopadhyay²,

Saha³

et al. 2022

IJISA

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“…The Bottom of the Pyramid (BoP) market is composed of the social classes like C, D and E [2] which are creating the largest market in India with approximately 925 mil-lion consumer base with Purchasing Power Parity (PPP) of $1.2 trillion katz2007indian. According to literature surveys [17,18,15], there are two categories of BoP, for instance, urban and rural. In the case of rural BoP, we often come across challenges related to very low income, limited spending power, very limited accessibility of products, very narrow employment opportunities (as unskilled and semi-skilled workers) and so on.…”

Section: The Bop Marketmentioning

confidence: 99%

Multi Criteria Decision Making based Approach to Assist Marketers for Targeting BoPs Regarding Packaging Influenced Purchase during Covid-19

Panda¹,

Mukhopadhyay²,

Bachhar³

et al. 2022

IJISA

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This study has a novel approach to capture the attitude of Bottom of the Pyramid (BoP) consumers towards Packaging Influenced Purchase (PIP) during the Covid-19 crisis. Over the years, BoPs consumers have established themselves as an emerging market with ample growth and opportunities. The authors suggested a Multiple-Criteria Decision-Making (MCDM) based framework to assist marketers in targeting both urban and rural BoP consumers regarding PIP. Packaging elements and influence of family, extended family, peers have been included in the framework for gaining in-depth understanding. With a sample size of 100 from West Bengal, this focus group-based study can fulfil the BoP literature’s existing prominent research gap. Results indicate the difference in attitude for urban and rural BoPs towards PIP during this crisis. The fusion of MCDM based approach and relevant machine learning-based technique aims to assist marketers in identifying, formulating, and redefining an action plan.

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“…Prior literature has acknowledged the diversity within the BOP landscape, and it has proffered several BOP market segments that are largely based on demographic variables such as (Guesalaga & Marshall, 2008; Hammond et al, 2007; Vishwanathan et al, 2019) income (Barki & Parente, 2010; Gupta & Pirsch, 2014; Jaiswal & Gupta, 2015; Schuster & Holtbrügge, 2012; Subrahmanyan & Gomez-Arias, 2008), living standards (Hammond et al, 2007; Prahalad & Hart, 2002; Rangan et al, 2011), urban versus rural locations (Anderson et al, 2010; Chikweche et al, 2012; Ireland, 2008; Jayawickramarathna et al, 2019; Mathur et al, 2018), conflict zones (Anderson et al, 2010; Jebarajakirthy & Lobo, 2015), and family structure (Chikweche et al, 2012). Nonetheless, demographical segments do not accurately predict the consumer behavior because the markets are emerging as places where aspirational mindsets of the poor are being unlocked, and there is a paradigm shift in consumer hopes and aspirations (Sridharan et al, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The BOP market is not one homogenous, monolithic block (Chikweche & Fletcher, 2012; Dembek et al, 2019; Esposito et al, 2012; Kang, 2014; Laporte, 2017; Rangan et al, 2011) as it is marked by diversity, and hence, segmentation is the key to understanding this market (Ahmed, 2013; Dahana et al, 2018; Jebarajakirthy et al, 2015). Extant literature has recognized the miscellany within the BOP market and has articulated different BOP market segments that are primarily based on demographic variables (Hammond et al, 2007; Jaiswal & Gupta, 2015; Jayawickramarathna et al, 2019; Mathur et al, 2018; Vishwanathan et al, 2019). However, demographic variables are not adequate for consumer segmentation (Mykletun et al, 2001).…”

Section: Introductionmentioning

confidence: 99%

Segmenting the Bottom of the Pyramid Consumers: Theoretical Approach

Singh

Paul

Sharma³

2021

International Journal of Market Research

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The Bottom of the Pyramid (BOP) market deserves further attention from researchers. The purpose of the paper is to profile the psychographic and behavioral heterogeneity within the BOP market in India employing a theoretical approach. We use constructs of the Theory of planned behavior (TPB) to identify distinct BOP segments. It segments the BOP market in the context of durable goods, non-durable goods, and services. The findings demonstrate the presence of three consumer segments, each of the durable and non-durable goods. In the context of services, the findings show the existence of four segments of BOP consumers. This study offers insights into application of behavioral theories for segmentation, which could help with behavioral change of BOP consumers to use high-quality products and services. Further, it is significant because the BOP market has witnessed a progressive decline in size as a large segment of the BOP market is being transformed into the middle class. Comprehension of the cognitive and behavioral tendencies of each consumer segment would strategically help in retaining the brand loyal BOP customers when they upgrade to the middle class.

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Chapter 11 Exploring the Urban BoP Market

Cited by 10 publications

References 12 publications

BoPCOVIPIP: Capturing the Dynamics of Marketing Mix Among Bottom of Pyramid Consumers during COVID-19

BoPCOVIPIP: Capturing the Dynamics of Marketing Mix Among Bottom of Pyramid Consumers during COVID-19

Multi Criteria Decision Making based Approach to Assist Marketers for Targeting BoPs Regarding Packaging Influenced Purchase during Covid-19

Segmenting the Bottom of the Pyramid Consumers: Theoretical Approach

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