Exploring heterogeneity in the BOP consumer market

Janda, Sergej von ; Hillebrand, Christina

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Dokumenttyp:	Konferenzveröffentlichung
Erscheinungsjahr:	2017
Buchtitel:	Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 : Marketing for Impact : proceedings, 4 – 6 December 2017, RMIT University, Melbourne, Australia
Titel einer Zeitschrift oder einer Reihe:	ANZMAC Conference Proceedings
Seitenbereich:	366
Veranstaltungstitel:	ANZMAC 2017
Veranstaltungsort:	Melbourne, NZ
Veranstaltungsdatum:	04.-06.12.2017
Herausgeber:	Robinson, Linda
Ort der Veröffentlichung:	Melbourne, NZ
Verlag:	Australia-New Zealand Marketing Academy
ISSN:	1447-3275
Verwandte URLs:	http://pandora.nla.gov.au/tep/25410
Sprache der Veröffentlichung:	Englisch
Einrichtung:	Fakultät für Betriebswirtschaftslehre > Marketing & Innovation (Kuester 2005-)
Fachgebiet:	330 Wirtschaft
Freie Schlagwörter (Englisch):	Bottom of the Pyramid , Cluster Analysis , Consumer Segmentation
Abstract:	Firms are increasingly interested in unlocking untapped market potential at bottom-of-the-pyramid (BOP) consumer markets. While early research has treated the BOP as one homogeneous market segment, recent literature calls for a differentiated exploration of the BOP and for the development of appropriate segmentation approaches. This study follows these calls and explores the heterogeneity of the BOP market on the basis of data from in-depth interviews with 67 BOP consumers in South Africa and India. The authors apply a combination of quantitative cluster analysis and qualitative content analysis to segment study participants into four groups: Family-Oriented Workers, Illiterate Price-Sensitives, Young Performers, and Female Traditionalists. The study provides an improved understanding of the variables that distinguish individual BOP consumer segments and shows that respective segments also differ with regard to their purchasing behavior. Practitioners can use these insights to develop offerings that are better adapted to the needs of individual segments.