Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 : Marketing for Impact : proceedings, 4 – 6 December 2017, RMIT University, Melbourne, Australia
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.
Dieser Eintrag ist Teil der Universitätsbibliographie.
Search Authors in
