Segmenting the bottom of the pyramid consumers: Theoretical approach

Devinder P. Singh, Justin Paul, and Pooja Sharma

The Bottom of the Pyramid (BOP) market deserves further attention from researchers. The purpose of the paper is to profile the psychographic and behavioral heterogeneity within the BOP market in India employing a theoretical approach.

Introduction

The global Bottom of the pyramid (BOP) market constitutes more than four billion people who thrive on less than $2 per day (Lappeman et al., 2019; Prahalad, 2005; Prahalad & Hart, 2002). Nevertheless, globally it is a 4-5 billion avenue for organizations (Prahalad, 2005; Prahalad & Hart, 2002; Simanis & Duke, 2014) with an aggregate purchasing power of US $5 trillion (Hammond et al., 2007; Subrahmanyan & Gomez-Arias, 2008). Prior research has examined the need for sustainable business models and innovation for the BOP segment (Marconatto et al., 2016; Molina- Maturano et al., 2020; Mukherjee et al., 2020). Scholars...

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