The BOP consumer's ethical evaluation of target marketing

Shruti Gupta and Julie Pirsch

Journal of Global Scholars of Marketing Science, 2015, vol. 25, issue 4, 358-378

Abstract: This paper investigates the ethical evaluation of targeted marketing of fast-moving consumer goods (FMCGs) to BOP consumers, from BOP consumers' viewpoint. The goal was to discover whether these consumers perceive themselves as vulnerable, whether they believe that marketers are acting ethically or unethically in targeting their segment and whether they are willing to take action based on their ethical assessments of the company's marketing practices. BOP consumers surveyed do not view themselves as vulnerable consumers. Respondents also did not believe that companies marketing FMCGs were unethically targeting their segment. BOP consumers did not see a difference between marketing basic or discretionary products to their segment; they wanted access to all types of goods. These consumers want access to the same products that other consumers with more resources have, and make no distinction between basic and discretionary FMCGs. FMCGs were viewed as necessities that make life easier. Marketers of FMCGs should therefore freely market these products to this segment, provided their products meet basic quality standards, and can be offered in small, lower-priced quantities.

Date: 2015
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2015.1073422 (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:taf:jgsmks:v:25:y:2015:i:4:p:358-378

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2015.1073422

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().