Creative consumers in impoverished situations

Stefanie Beninger and Karen Robson

International Journal of Business and Emerging Markets, 2014, vol. 6, issue 4, 356-370

Abstract: This conceptual paper illustrates the presence of creative consumers in impoverished situations. This paper argues that consumers in the base of the pyramid are creative in their consumption and presents a series of propositions related to this phenomenon. Through the use of over 30 real-world examples, this paper aims to provide insight into creative consumption in the base of the pyramid. Understanding creative consumption in subsistence situations is interesting from an academic perspective, given the current dearth of literature on the topic, as well as from a managerial perspective. For organisations, understanding the role the creativity can and does play in the lives of consumers can lead to improved design of valuable solutions to this under-served market. This paper is intended to inform an audience including academics and practitioners interested in creative consumers and the base of the pyramid.

Keywords: creative consumers; impoverished situations; base of the pyramid; BoP; bottom of the pyramid; creativity; subsistence markets; development; marketing; poverty; products; after-use. (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=65574 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbema:v:6:y:2014:i:4:p:356-370

Access Statistics for this article

More articles in International Journal of Business and Emerging Markets from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().