Constrained purchase decision-making process at the base of the pyramid

Nanda Choudhury · Srabanti Mukherjee · Biplab Datta

44 citations0/0 files storedJournal of Consumer Marketing

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Innovation and Socioeconomic Development Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Purpose The purpose of this paper is to examine the factors affecting decision-making at the BoP and propose a framework of the consumer decision-making process at the base of the pyramid (BoP). Design/methodology/approach The qualitative research design was adopted to collect primary data. Data collected through the in-depth semi-structured interviews of the 48 BoP consumers in Kolkata and Kharagpur (India) were subjected to grounded theory analysis for theory development. Findings This study reveals that consumer vulnerability affects the decision-making process and the transaction cost at BoP level. It was observed that the consumers at the BoP make constrained choices due to their vulnerability and try to minimise transaction cost while selecting the retails. The constrained retail choice leads to a limited selection of products and brands. Originality/value This study, for the first time, has investigated the decision-making process for BoP consumers in detail. As a pioneering attempt, it sheds light on some new factors including consumer vulnerability and transaction cost that have an impact on the consumer decision-making process.

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References

1987The Economic Institutions of Capitalism 2004The Social Identity Theory of Intergroup Behavior 2007The Mirage of Marketing to the Bottom of the Pyramid: How the Private Sector Can Help Alleviate Poverty 2011Bottom of the Pyramid as a Source of Breakthrough Innovations 2013Reviewing a Decade of Research on the “Base/Bottom of the Pyramid” (BOP) Concept 2008Integrated approach to understanding consumer behavior at bottom of pyramid 2008The quest for the fortune at the bottom of the pyramid: potential and challenges 2006Voices Unheard: The Psychology of Consumption in Poverty and Development

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2021Purchase experience during the COVID‐19 pandemic and social cognitive theory: The relevance of consumer vulnerability, resilience, and adaptability for purchase satisfaction and repurchase 2021Coping with crisis: The paradox of technology and consumer vulnerability 2020Aspirational consumption at the bottom of pyramid: A review of literature and future research directions 2020The phenomenon of purchasing second-hand products by the BOP consumers 2019

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