Exploring heterogeneity in the BOP consumer market

Janda, Sergej von ; Hillebrand, Christina

URL: https://anzmac.wildapricot.org/resources/Documents...
Additional URL: https://anzmac.wildapricot.org/Conference-Proceedi...
Document Type: Conference or workshop publication
Year of publication: 2017
Book title: Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 : Marketing for Impact : proceedings, 4 – 6 December 2017, RMIT University, Melbourne, Australia
The title of a journal, publication series: ANZMAC Conference Proceedings
Page range: 366
Conference title: ANZMAC 2017
Location of the conference venue: Melbourne, NZ
Date of the conference: 04.-06.12.2017
Publisher: Robinson, Linda
Place of publication: Melbourne, NZ
Publishing house: Australia-New Zealand Marketing Academy
ISSN: 1447-3275
Related URLs:
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Keywords (English): 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.

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