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...
