This study explores whether consumer segments can be formed by the Bottom of the Pyramid (BoP) consumers based on their perception towards various packaging attributes while making Packaging Influenced Purchase decisions (PIP) for buying Fast-Moving Consumer Goods (FMCG) products. Along with facilitating targeting for marketers, this study aims to contribute significantly to the literature of ‘BoP consumer behaviour’ where a visible research gap exists. FMCG, being a low-involvement market by nature, most of the purchase decisions are made under time pressure. So, packaging being the point of interaction between products and consumers, has huge potential to influence purchase decisions. A sample of 1530 BoP consumers has been considered from West Bengal, a state of India with high Human Poverty Index. Along with clustering techniques, Self-Organizing Map (SOM) has been applied for validation and visualization. The result shows existence of clear segments along with the variability of influences of the packaging attributes.

本研究探讨了金字塔底部 (BoP) 消费者是否可以根据他们对购买快速消费品 (FMCG) 产品的包装影响购买决策 (PIP) 的各种包装属性的感知来形成消费者细分。除了促进营销人员的定位外，本研究旨在为存在明显研究差距的“BoP 消费者行为”文献做出重大贡献。快速消费品作为一个本质上参与度较低的市场，大多数购买决策都是在时间压力下做出的。因此，包装作为产品与消费者之间的互动点，具有影响购买决策的巨大潜力。已经考虑了来自人类贫困指数较高的印度西孟加拉邦的 1530 名 BoP 消费者的样本。除了聚类技术，自组织图 (SOM) 已应用于验证和可视化。结果表明存在清晰的片段以及包装属性影响的可变性。