A Study of Buyer Motivations at the Bottom of Pyramid in Urban India

Ritu Srivastava and Vibhava Srivastava

Vision, 2024, vol. 28, issue 5, 645-658

Abstract: The Indian bottom of pyramid (BoP) segment contributes around 85% of the total national household market. This study attempts to ascertain the purchase behaviour of customers at the Indian urban BoP. It endeavours to appreciate the viewpoint of the urban BoP consumers in the purchase process with reference to their purchase basket comprising of products mainly across categories such as grocery, perishables and basic consumer durables. The study starts with qualitative grounded theory followed by quantitative survey-based approach. It presents and validates emergent themes to give insights about purchase behaviour of consumers at urban BoP. The empirical findings of the study discovered five consumer motivations through factor analysis. The subsequent result of the cluster analysis showed that the urban BOP market is heterogeneous. Since the size of cluster is substantial, companies must make marketing efforts to target them on a priority basis. The study proposes a conceptual model of consumer motivation supported by the self-determination Theory for the urban BoP market in India.

Keywords: Urban Bottom of the Pyramid; Low-Income Customer; Self-Determination Theory; Buyer Motivations; India (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/09722629211051441 (text/html)

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:sae:vision:v:28:y:2024:i:5:p:645-658

DOI: 10.1177/09722629211051441

Access Statistics for this article

More articles in Vision
Bibliographic data for series maintained by SAGE Publications ().