Marketing at the Bottom of the Pyramid: Overcoming the Challenges through MICMAC Analysis

Sangeeta Sharma · Arpan Bumb

11 citations0/0 files storedJournal of Global Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Innovation and Socioeconomic Development Microfinance and Financial Inclusion ICT in Developing Communities

Abstract

Marketers face innumerable challenges related to awareness, affordability, availability, and accessibility to reach the Bottom of Pyramid (BOP) markets. The objective of this paper is to enumerate the challenges faced by marketers in making their product available to the rural population during COVID-19. The study focuses on 25 challenges, identified from past studies, for marketing in rural areas. Along with the identification of the challenges from a literature review and marketing practices, an attempt is made to contextually relate the challenges to one another, for which three extensive focus group discussions each among six experts were conducted. After this step, Matrice d’Impacts Croisés Multiplication Appliquée á un Classment (MICMAC) analysis was conducted to plot the challenges based on driving power and dependence power. An Interpretive Structural Model (ISM) is also developed from the MICMAC analysis. This paper will allow marketers to identify and formulate an action plan based on the preference order generated from ISM to create maximum impact. Further, the research, marketing, and societal implications of the study are discussed.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 11 citations exist upstream.

References

1977The Measurement of Observer Agreement for Categorical Data 2020The socio-economic implications of the coronavirus pandemic (COVID-19): A review 2012Computing Inter-Rater Reliability for Observational Data: An Overview and Tutorial 2003Supply Chain Management: Strategy, Planning, and Operation 2001ASSESSING TEACHING PRESENCE IN A COMPUTER CONFERENCING CONTEXT 2020The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy 1994Vendor Selection Using Interpretive Structural Modelling (ISM)2001E-Business and E-Commerce Management: Strategy, Implementation and Practice

Cited by

2022An introduction to grey influence analysis (GINA): Applications to causal modelling in marketing and supply chain research 2021Factors Affecting BoP Producer Intention to Use P2P Lending Platforms in India 2025Marketing life insurance at the base of the pyramid: information asymmetry and institutional intermediation

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.