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Exploring heterogeneity in the BOP consumer market
Janda, Sergej von
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Hillebrand, Christina
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URL:
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https://anzmac.wildapricot.org/resources/Documents...
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Additional URL:
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https://anzmac.wildapricot.org/Conference-Proceedi...
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Document Type:
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Conference or workshop publication
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Year of publication:
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2017
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Book title:
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Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 : Marketing for Impact : proceedings, 4 – 6 December 2017, RMIT University, Melbourne, Australia
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The title of a journal, publication series:
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ANZMAC conference proceedings
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Page range:
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366
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Conference title:
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ANZMAC 2017
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Location of the conference venue:
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Melbourne, NZ
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Date of the conference:
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04.-06.12.2017
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Publisher:
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Robinson, Linda
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Place of publication:
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Melbourne, NZ
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Publishing house:
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Australia-New Zealand Marketing Academy
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ISSN:
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1447-3275
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Related URLs:
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Publication language:
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English
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Institution:
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Business School > ABWL, Marketing & Innovation (Kuester)
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Subject:
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330 Economics
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Keywords (English):
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Bottom of the Pyramid , Cluster Analysis , Consumer Segmentation
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Abstract:
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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.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
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