Abstract

In recent years, the “Bottom of the Pyramid” (BOP) market has become an attraction for researchers, business managers, and policymakers. Numerous researchers have contributed theoretically and empirically to the BOP literature, however, little focus is accorded to BOP customers’ buying behavior. It is interesting to study the shopping behavior of BOP customers characterized by low disposable income, poor standard of living, and geographical isolation. Therefore, the present study aims to investigate the shopping behavior of BOP customers to identify the drivers and hindrances in the buying decisions. The study follows a qualitative approach by conducting in-depth personal interviews of 100 BOP customers visiting Vishal Mega Marts (VMMs) in a northern Indian city. The results indicate that BOP customers aspire for a better shopping experience like affluent customers, however, income constraint restricts them to buy superior brands. Indeed, BOP customers are persuaded by excessive discounts, gifts, coupons, peer influence, and seasonal offers by VMMs. The study provides implications for researchers, retailers, and policymakers.

摘要

近年来，“金字塔底”” (BOP) 市场已成为对研究人员、业务经理和政策制定者的吸引力。许多研究人员对 BOP 文献进行了理论和实证方面的贡献，然而，很少关注 BOP 客户的购买行为。研究以低可支配收入、生活水平低和地理隔离为特征的 BOP 客户的购物行为很有趣。因此，本研究旨在调查 BOP 客户的购物行为，以确定购买决策中的驱动因素和障碍。该研究采用定性方法，对访问印度北部城市 Vishal Mega Marts (VMM) 的 100 位 BOP 客户进行了深入的个人访谈。结果表明，BOP 客户渴望像富裕客户一样获得更好的购物体验，然而，收入限制限制他们购买优质品牌。事实上，BOP 客户会被 VMM 的过度折扣、礼品、优惠券、同行影响和季节性优惠所说服。该研究为研究人员、零售商和政策制定者提供了启示。