Abstract

The United Nations definition of the poor based on the 2 U$D/day income hides other forms of poverty. The sociological literature has argued the multidimensional nature of poverty and, within management and marketing, the macromarketing and bottom/base of the pyramid literature have suggested the need to look beyond income. From this broader perspective we will argue that poverty affects a larger section of the population that we normally do not account for. These are the invisible poor border lower income middle class consumers. This implies that there is high heterogeneity among the poor and calls for a categorization. In this paper we make two contributions to the extant literature. First, we provide a novel classification; we identify a set of geographical-social-economic dimensions that explain this variability. Second, by adopting the “4A’s” framework, we help managers to make a distinction between the different type of poor with regards to their level of awareness, acceptability, accessibility and affordability, for different value propositions.

摘要

联合国基于 2 美元/天收入的贫困人口定义隐藏了其他形式的贫困。社会学文献论证了贫困的多维性质，在管理和营销中，宏观营销和金字塔文献的底部/基础表明需要超越收入。从这个更广泛的角度来看，我们将争辩说，贫困影响了我们通常没有考虑的更大一部分人口。这些是无形的贫困边境低收入中产阶级消费者。这意味着穷人之间存在高度异质性，需要进行分类。在本文中，我们对现有文献做出了两个贡献。首先，我们提供了一个新的分类；我们确定了一组解释这种可变性的地理-社会-经济维度。第二，