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Title: Exploring the Urban BoP Market in Bottom of the Pyramid Marketing : Making, Shaping and Developing BoP Markets
Authors: Mathur, Mahima Kaura
Mehta, Ritu
Swami, Sanjeev
Bhatnagar, Sanjeev
Keywords: Urban poor
Urban bottom of the pyramid
Bottom of the pyramid
Consumer behaviour
Issue Date: 2018
Publisher: AR-IIMC
Abstract: The ‘Bottom of the Pyramid’ or BoP represents the population living at the lowest level of the economic or income pyramid across the world (Prahalad, 2002). The BoP approach undoubtedly provides a market-based solution for poverty reduction and facilitates inclusive economic growth. This segment can be classified into two parts, namely, rural BoP and urban BoP. The urban BoP is a more sustainable and viable option for companies to operate in, since it strategically avoids the numerous challenges faced by the rural BoP. Rural BoP is relatively more distant, dispersed, desperately poor, largely illiterate and heterogeneous market (Ireland, 2008). This chapter aims at understanding and characterising the urban BoP market. Further it shares some interesting results of an empirical study conducted to understand the urban BoP consumers of Mumbai city. The study assumes importance as it focusses on the urban BoP as a realistic option to operate in the BoP by removing the dynamic barriers of the rural BoP. Additionally, it provides insight into the urban BoP market and its consumer behaviour.
Description: Mahima Kaura Mathur, PhD scholar at Dayalbagh Educational Institute (Deemed University), Agra, India; Ritu Mehta, Department of Marketing, Indian Institute of Management Calcutta, Kolkata; Sanjeev Swami has been a Lecturer at UBC, Canada, and visiting Professor at Rotterdam School of Management, Holland and IIM, Bangalore; Sanjeev Bhatnagar is an expert member in curriculum revision exercise at the Department of Management, Dayalbagh Educational Institute, Agra, India
ISSN/ISBN - 978-1-78714-556-6, eISBN: 978-1-78714-555-9
Singh Ramendra
Appears in Collections:Marketing

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