An organisational and consumer perspective on bottom of the pyramid (BOP) markets

Jayawickramarathna, W 2018, An organisational and consumer perspective on bottom of the pyramid (BOP) markets, Doctor of Philosophy (PhD), Economics, Finance & Marketing, RMIT University.

Document type: Thesis
Collection: Theses

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Title An organisational and consumer perspective on bottom of the pyramid (BOP) markets
Author(s) Jayawickramarathna, W
Year 2018
Abstract The inception of the bottom of the pyramid (BOP) market concept emphasised the immense buying power hidden in emerging markets, which was a prospect for large organisations to share mutual opportunities while alleviating poverty. Researchers have analysed both sides of the coin individually: the organisational perspective with business models and strategies; and the consumer perspective through various marketing strategies and consumer characteristics. This thesis examines both organisational and consumer perspectives on the BOP market in Sri Lanka using a sequential mixed-method approach aligned under four phases of studies. The findings of the qualitative studies on organisational perspective confirm the market opportunities for large companies, particularly in the rural BOP market, but also find that the focus of alleviating poverty is lacking among practitioners. The role of government as a stakeholder is essential for an effective implementation of a business model in this specific market. The consumer perspective on this shared agenda reveals many underlying issues embedded in consumers' lives, such as the youth and women job market problems, religious syncretism, alcoholism and the poverty penalty, which limit the capacity for consumption. The survey study phase on consumer resource integration finds that the use of consumer knowledge and competencies to manage limited tangible resources is at a lower level in BOP markets. Reconciliation of both standpoints leads to the conclusion that careful consideration for truly helping the poor is vital for a strategic view on `sharing the fortune' in BOP markets. An attitudinal change is required on both edges to view the collective benefits accessible to all stakeholders. The study provides several key implications for marketing practitioners and policy-makers through a shared view of the BOP market.
Degree Doctor of Philosophy (PhD)
Institution RMIT University
School, Department or Centre Economics, Finance & Marketing
Subjects Consumer-Oriented Product or Service Development
Keyword(s) Bottom of the pyramid (BOP) market
Institutional perspective
Consumer behaviour
Poverty penalty
Consumer resource integration
Sri Lanka
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Created: Tue, 14 May 2019, 15:04:59 EST by Adam Rivett
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