Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? Evidence from West Bengal, India

Panda, Debadrita; Masani, Sourav; Dasgupta, Tanmoy

doi:10.1016/j.apmrv.2021.06.004

Cited by 16 publications

(22 citation statements)

References 39 publications

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“…So there is a need to explore the various facets of the same. Some recent studies address consumption and purchase decisions and consumer motivations/ perception of the BoP segment (Mukherjee et al 2020 ; Kumar and Kumra 2021 ; Kumra et al 2021 ; Panda et al 2021 ). We also feel that the existing business models at BoP need to be studied in detail to arrive at a framework that can be followed by organizations interested in these markets.…”

Section: Discussionmentioning

confidence: 99%

Two decades of the bottom of the pyramid research: identifying the influencers, structure, and the evolution of the concept

Khandker

2022

Manag Rev Q

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This paper reviews the literature on the bottom of the pyramid (BoP) across disciplines using systematic literature review (SLR). It explores the evolution of literature over the last 20 years, beginning with the work of C.K. Prahalad. A systematic search resulted in 665 publications related to BoP in various journals. This paper analyses these BoP publications from the start of the concept until 2018 using bibliographic data and thematic analysis of the entire text of the most influential papers. The analysis involves identifying trends in publications and citations, most-cited journals and papers, most productive and influential authors in the field. The results indicate a surge in BoP research. We also find that the focus of the research has shifted to newer disciplines. A thematic analysis of the top 151 papers in BoP indicates the domain's evolution over the years. Overall, the results suggest a sustained and growing interest in BoP. The findings also indicate a shift in focus and nature of the research over the years.

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Section: Discussionmentioning

confidence: 99%

Two decades of the bottom of the pyramid research: identifying the influencers, structure, and the evolution of the concept

Khandker

2022

Manag Rev Q

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“…Pemahaman tentang keputusan pembelian konsumen yakni bagaimana suatu organisasi, golongan, dan individu perihal menentukan, membeli, memilih dan memakai barang atau jasa (Panda et al, 2021;Petcharat & Leelasantitham, 2021;Song et al, 2021). Keputusan pembelian merupakan tahapan pada proses pengambilan keputusan dimana konsumen secara nyata melakukan pembelian.…”

Section: Pendahuluanunclassified

Dampak Harga terhadap Keputusan Pembelian di Cafe Merjer Padang

Krisna

2022

j. p pengembangan sains h.

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Ditemukan permasalahan mengenai informasi terkait cafe merjer yang belum banyak diketahui oleh masyarakat. Selain itu, harga yang ditawarkan tidak terjangkau dikalangan konsumen dan kualitas produk yang dijual tidak sesuai dengan harga yang dibayarkan. Tujuan penelitian ini yaitu menganalisis besar kecilnya dampak Harga kepada keputusan pembelian konsumen di Cafe Merjer Padang. Metode pada penelitian berikut adalah kuantitatif dengan upaya pendekatan asosiatif kausal yang melibatkan dua variabel. Pengambilan sampel menggunakan teknik non probability sampling. Teknik pengambilan data menggunakan angket skala likert. Data yang dideskripsikan dengan dites persyaratan analisis dan pengujian hipotesis yang menggunakan teknik analisis regresi linear sederhana serta koefisien determinan menggunakan software SPSS versi 20.00. Hasil penelitian yaitu keputusan Pembelian tergolong sangat baik (85%). Pengujian hipotesis regresi linear sederhana F 0.034 sig 0,000 < 0,05, oleh sebab itu variabel Harga mampu mempengaruhi keputusan pembelian konsumen. Harga mendorong keputusan pembelian konsumen secara signifikan sebesar 32,7% dan 67,3% terpengaruh melalui faktor yang lainnya. Nilai t 3.61937 dengan sig 0,000 < 0,05, sehingga diperoleh pengaruh yang siginikan antara kedua variabel. Selanjutnya nilai koefisien regresi senilai 0, 463 maksudnya per penambahan senilai 1 satuan Harga bisa menambah 0,023 satuan keputusan pembelian. Berlandaskan hasil penelitian disarankan agar pihak manajemen selalu memberikan upaya yang maksimal dalam meningkatkan penerapan agar Harga semakin mendorong keputusan pembelian konsumen.

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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%

“…This makes us motivated to look after both scenarios of urban and rural BoP populations in our study. [15] showed the importance of packaging elements behind the segmentation of the whole BoP market into 4 clusters i.e. urban, rural, diluted urban and rural BoP migrated to urban areas.…”

Section: The Bop Marketmentioning

confidence: 99%

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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

Self Cite

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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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Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? Evidence from West Bengal, India

Cited by 16 publications

References 39 publications

Two decades of the bottom of the pyramid research: identifying the influencers, structure, and the evolution of the concept

Two decades of the bottom of the pyramid research: identifying the influencers, structure, and the evolution of the concept

Dampak Harga terhadap Keputusan Pembelian di Cafe Merjer Padang

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

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