Visual cues and innovation adoption among bottom of the pyramid consumers

Abstract

Purpose -To explore how visual comprehensibility of a product can affect innovation adoption among bottom of the pyramid consumers (BOP) in Bangladesh.Design/methodology/approach -This is an exploratory qualitative study based on interviews with 8 managerial respondents involved in the design and marketing of innovative products targeted at BOP consumers in Bangladesh, and 3 respondents who are consumers of these products. Originality/value -This is one of the first studies to consider innovation adoption of propoor innovations in BOP markets and one of the first studies to collect data on the role of visual comprehensibility for consumers in BOP markets.

Consumer adoption of pro-poor service innovations in subsistence marketplaces

“…Low consumer literacy adds emphasis to visual comprehension due to consumers' concrete rather than abstract thinking styles (Viswanathan & Gau, 2005). This suggests the need to use pictorial images, for example, to enhance comprehension (Hasan, Lowe & Rahman, 2017). Design should also ensure functionality compatible with cultural norms and constraints (Donaldson, 2006).…”

Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study

“…Consumer preferences mainly include network, price, brand image, promotional offer, or internet speed. Herzog () found that brand image significantly influences technological innovation adoption, and Hasan et al () insisted that visual cues are a very important factor for BOP consumers' innovation adoption.…”

“…All research of innovation adoption in the context of developed countries finds either well‐educated or non‐poor consumers to be considered as target markets. Few studies are evidenced concerning mobile payment adoption among BOP consumers, often characterized as having low literacy rates and limited numeracy skills (Hasan et al, ; Nakata & Weidner, ; Prahalad, ). Therefore, this article aims to explore further factors influencing mobile payment adoption among BOP consumers.…”

“…The BOP market differs from the top‐of‐the‐pyramid (TOP) market because it is often handicapped by lack of electricity, poor infrastructure, political instability, economic restraints (e.g., low GDP and high inflation), low literacy rates, low penetration of formal financial services, low income and financial literacy levels, and underdeveloped technology ecosystems (Hasan, Lowe, & Rahman, ; Prahalad, ; Rogers, ; Saal et al, ). These restraints must be considered when conducting business in this market.…”

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.…”