The Effects of National Cultural Traits on BOP Consumer Behavior

Tsai Chi Kuo, Jessica Hanafi, Wan Chen Sun and Rex Aurelius C. Robielos
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Tsai Chi Kuo: Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 32023, Taiwan
Jessica Hanafi: Department of Industrial Engineering, Universitas Pelita Harapan, Lippo Karawaci, Tangerang, Banten 15811, Indonesia
Wan Chen Sun: Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 32023, Taiwan
Rex Aurelius C. Robielos: School of Industrial Engineering and Engineering Management, Mapúa Institute of Technology, Manila 1002, Philippines

Sustainability, 2016, vol. 8, issue 3, 1-20

Abstract: Scholars who aim to solve problems with poverty and a lack of resources often focus on bottom of pyramid (BOP) consumer groups. They propose that the traditional TOP (top of pyramid) business strategies are not suitable for BOP populations, and that it is crucial to determine and satisfy BOP consumption demands. The purpose of this study is to find out which factors influence BOP consumption, and to explore BOP integrated products. The concepts of “national cultural traits” and sustainable product design are also used. The findings will help enterprises learn how to make profits in BOP markets (addressing economic goals), while helping the poor get out of poverty (addressing social goals). Two different areas concerning BOP consumers are used to illustrate the results.

Keywords: bottom of pyramid; national cultural traits; factor analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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