Branding at the base of pyramid: a Zimbabwean perspective

Abstract

Purpose

The purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs used to manage brands at the BOP.

Design/methodology/approach

Qualitative data collection methods comprising in‐depth one‐to‐one consumer interviews, focus groups, ethnographic observations and case studies were used to conduct the research.

Findings

Key findings include the identification of importance of brands to BOP consumers, evolution of brand communities, and impact of social networks on the marketing programs used by firms to build brand equity.

Research limitations/implications

The sample used for consumer interviews is small and confining the focus to the food and personal hygiene sector may limit generalization of findings to a broader population.

Practical implications

The study provides managers with insights on the importance of brands in the purchase decision at BOP and on the different nature and focus of marketing programs which can be effective at the BOP, specifically the need to align programs to social networks.

Social implications

The study provides insights on how firms can improve livelihoods at the BOP by provision of employment and business opportunities through their brand equity building activities.

Originality/value

Research into the BOP is a relatively new area of study in international business. This expands knowledge in the area by employing empirical mixed research methods to study consumers and firms, since the two have a dyadic relationship – thereby providing new insights on branding at the BOP.

Citation

Chikweche, T. and Fletcher, R. (2011), "Branding at the base of pyramid: a Zimbabwean perspective", Marketing Intelligence & Planning, Vol. 29 No. 3, pp. 247-263. https://doi.org/10.1108/02634501111129239