Index
Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets
ISBN: 978-1-78714-556-6, eISBN: 978-1-78714-555-9
Publication date: 3 December 2018
This content is currently only available as a PDF
Citation
(2018), "Index", Singh, R. (Ed.) Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets (Marketing in Emerging Markets), Emerald Publishing Limited, Leeds, pp. 213-219. https://doi.org/10.1108/978-1-78714-555-920181013
Publisher
:Emerald Publishing Limited
Copyright © 2019 Emerald Publishing Limited
INDEX
Note: Page numbers followed by bold, italics and ‘n’ refers to tables, figures and footnotes respectively.
abstraction
, 93–94
acceptability
, 116
accessibility
, 116
adaptability
, 124
affordability
, 116
agricultural production cycle
, 66
alleviating poverty
, 195–196, 196
alternative domain
, 78
analysis
, 58
Annapurna Iodised Salt
, 168
anti-libertarian perspective
, 78–79
arousal
, 120
attitude
, 204–205, 205
Bangladeshs Union Information Service Centres
, 112
base of the pyramid (BoP)
, 4n1, 30–31, 54, 77–78, 135, 152, 167, 181., see also urban BoP market
capability approach integration
, 192–194
characteristics
, 35–36
company case studies
, 155–159
consumer innovation adoption in
, 124–127, 127
consumers
, 112–116, 122–129, 152
contextualized BoP model
, 122–123
and critiques
, 190–192
innovation adoption in
, 113–117
limitations
, 183
and marketing
, 16–17
markets at
, 31–32
in Nigeria
, 152–153, 156–161
Nussbaum’s 10 core capabilities
, 194–196, 196
rural
, 57, 58, 61–63, 66, 70, 168–170, 173–174, 176, 179, 180, 182–183, 201
Sri Lanka
, 168–170, 172, 174, 176–177, 179–182
and subsistence marketplaces
, (see subsistence marketplaces)
thesis
, 190
uncertainty
, 9–10
unfamiliarity
, 10–12
urban
, 168, 173–174, 179, 180, 181, 201
behavioral considerations
, 55
bodily integrity
, 195
bottom-up approach
, 4–6, 8, 27, 98–99, 166
marketing and
, 12–14
vs. top-down approach
, 14–16
BRIC (Brazil, Russia, India, China)
, 31
brick kilns
, 141–142
business models
, 90, 94–95, 95, 98–100
capability approach (CA)
, 190, 192–197, 196
CCT.
, see consumer culture theory (CCT)
close-knit community
, 63
Coal Market
, 32
collective needs
, 124
collectivist cultures
, 126
Colombo Stock Exchange
, 170
communication channels
, 154
community initiative
, 139
community innovation center
, 16–17
company case study
, 155
Cowbell Milk
, 156–157
Indomie
, 158–159
MTN umbrella stands
, 157–158
compartmentalization
, 11–12
compatible innovation
, 154
competition and cooperation
, 141
competitors
, 109
complexity
, 117
complexity innovation
, 154
conceptual framework
, 54, 70, 71
connecting enabling practice
, 45, 46
Consumer Acceptance of Technology (CAT) model
, 120–122, 121
consumer behaviour
, 200, 207–208, 208, 210
consumer–community–context
, 8
consumer culture theory (CCT)
, 79–81
consumer goods
, 66
consumer innovation adoption
, 117–123, 117–124., see also innovation adoption
in BoP
, 124–127, 127
consumers, BoP
, 112–116, 122–129
‘Consumers, producers and practices,’
, 33
consumption
, 82–83
consumption habits
, 182
consumption lifestyle
, 176–180
contested spaces and places
, 44
contextualized BoP model (CBOP)
, 122–124, 123., see also base of the pyramid (BoP)
Corn Market
, 32
Cowbell Milk case study
, 156–157, 161
Cowbell, Our Milk
, 156
critical marketing
, 78, 81–83
critical theory
, 81–82
cultural system
, 108
culture and marketing
, 13–14
data analysis process
, 37
data collection and instrument
, 202
decision-making
, 55
Department of Census and Statistics
, 169
design and structure
, 139, 140
diffusion
, 155
Diffusion of Innovations (DoI)
, 112, 117, 117, 119, 153–155, 157–160
digital making
, 17
diluted urban consumers
, 169
disposable income
, 172–174, 181
disruptive Innovation strategy
, 99–100
distribution
, 108
distributional equity
, 33–34
dominance
, 121
dynamic nature
, 209
economic choices
, 55
economic embeddedness
, 54–58, 56, 58, 59–60, 61–62, 66, 67–69, 70, 72
economic growth
, 200
economic life
, 208–209
economic rationality
, 64–66, 67–69, 70
economic value
, 30, 32, 34–35, 39–44, 46–47, 49
education, low
, 174–176
embedded economic behavior
, 56–57
emerging markets (EM)
, 89–92
empirical generalizations to MRTs
, 95
Empirical Programme of Relativism (EPOR)
, 36–37, 36n1
empirical research
, 93
enabling practices
, 44–47, 45
enjoyment
, 121
enterprises in subsistence marketplaces
, 25
entertainment function
, 145
environmental characteristics
, 91–93, 107–109
environmental uncertainties
, 9–10
environment–organization relationship
, 96–97
evaluations, pro-poor innovations
, 127, 127
exchange function
, 143
fast-moving consumer goods (FMCG) products
, 170, 204–205
finance market
, 179
financial capital
, 202
financial support
, 175
financing function
, 144
flexibility
, 18, 44
and alternate sources of income
, 142
food
, 178, 205
footloose migrants
, 80
Fortune at the Bottom of the Pyramid
, 166
4As (Acceptability, Affordability, Accessibility, and Availability)
, 116
4P’s of marketing (product, place, price, promotion)
, 93, 167
Frankfurt school
, 81
freedom
, 190–196, 196
and consumption
, 83
Google
, 170
Gosaba island case
, 38, 40–44, 46–47
government, indirect triggers
, 141
Grameen bank
, 192, 194–195
Gram Panchayats
, 46
grand theory and empiricism
, 93
Harvard Business Review
, 31–32
health/medicine
, 206
Hindustan-Lever, Ltd (HLL)
, 192–195
Household Income and Expenditure Survey
, 168
housing
, 206
housing conditions, LIC
, 91
Human Development Index (HDI)
, 194
human motives
, 207
inclusive development strategy
, 100
inclusive ecosystems
, 90, 94–95, 100
Inclusive Ecosystems and the midrange of Ecosystems and Networks
, 95
income, disposable
, 172–174, 181
income, flexibility and alternate sources of
, 142
income, LIC
, 91
India
, 135–136, 201–202
liberalisation
, 78, 80–82
population
, 146
rural
, 137
indirect triggers
, 141
individual characteristics, pro-poor innovations
, 125–126
Indomie case study
, 158–160
industrialization of EM
, 92
informational technology for virtual immersion
, 13–14
infrastructure
, 108
inherently contradictory
, 82
innovation
characteristics of
, 154
evaluation
, 127, 127
innovation adoption
, 112–113, 128
in BoP
, 113–117
consumer
, 117–123, 117–124, (see also consumer innovation adoption)
innovativeness
, 155
Integrated Coastal Zone Management Projects and regeneration
, 38
integrating experts enabling practice
, 45, 46
interest domination
, 54
interpersonal promotion
, 124
interpretativism/interpretivist
, 96n3
interpretivism
, 97
interviewing practitioners
, 170
interviews
, 57–58, 137–138, 170–171
job creation
, 78
“khata system,”
, 63
knowledge and skills, LIC
, 91
knowledge and training
, 64
Know Your Customer procedure
, 208
least-developed countries (LDCs)
, 200
liberalisation
, 78, 82
lifestyle, consumption
, 176–180
literacy
, 174, 204
location
, 138–139
Lokenath Divine Life Mission (LDLM)
, 38, 40–41
long interviews
, 57–58
low income consumers (LIC)
, 4, 89–90, 97–100
business models for
, 98–99
characteristics
, 91
emerging market characteristics
, 91–92
market conditions
, 96–97
middle range theory
, 94
school of thought
, 94–99, 95–96
urban slums characteristics
, 92–93
macro-environmental constraints
, 114
macromarketing
, 14–16
malfeasance, opportunity for
, 61
“mali kauli,”
, 63
managerial implications
, 70, 72, 100, 161
managers
, 146–147
marginalised consumers
, 77–83
margin of error
, 9
market
, 80
adaptation
, 90, 92, 94–95, 99–100
and consumption practices
, 33
interventions
, 36, 36–37
Market Adaptation and the midrange of Managerial Marketing
, 95
market-based BoP initiatives
, 82
marketing
base of the pyramid and
, 16–17
at BoP
, 190–192
and bottom-up approach
, 12–14
bottom-up vs. top-down approach
, 14–16
culture and
, 13–14
education
, 13–14
environment, pro-poor innovations
, 124–125
mindsets
, 18
strategies
, 209
market-making practices
, 30–37, 43–47, 49
base of the pyramid
, 31–32
marketplace
insights
, 25
literacy
, 6–7
and maker literacy
, 17
marketplace-oriented process
, 23
Maslow’s Hierarchy of Needs Theory
, 207
material forms
, 33
Mexican immigrants
, 80
middle range (midrange) theory (MRT)
, 90, 93–96, 94, 96, 100
migration
, 202
missing market
, 32
mission focus
, 90, 92, 94–95, 99, 101
Mission Focus and the midrange of the Resource-Based View
, 95
mobile phones penetration
, 179–180
morality
, 80
MPESA payment system
, 101
MTN Communications, Promasidor, & Dufil Prima Foods Nigeria
, 153
MTN umbrella stands case study
, 157–158, 160
multinational corporations (MNCs)
, 152–153, 155–161, 166–167, 200
Multinational Enterprises (MNEs)
, 112
multi-stage sampling
, 57
Mumbai, empirical study
, 202–203, 206–207
National Sample Survey Organization (NSSO)
, 57
neo-classical economists
, 55
neo-classical interpretation
, 55
neoliberalism
, 78
Nestle
, 176
Nigeria
, 152–153, 156–161
non-government organisations (NGOs)
, 30–31, 35–38, 39, 40–43, 46–49, 92, 166
Nussbaum’s 10 core capabilities
, 194–196, 196
observability innovation
, 154
1–1 interactional setting
, 7–8, 11
On Justification: Economies of Worth
, 34
operations and challenges
, 140–141
orders of worth
, 30–31, 34–37, 43, 46–47
perceived fee
, 121
perceived usefulness (PU)
, 119
perceived value
, 121
periodic market
, 135–137
community initiative
, 139
competition and cooperation
, 141
design and structure
, 139, 140
external triggers
, 141–142
functions of
, 143–145, 144
implications
for managers
, 146–147
for public policy
, 146
income
, 142
location
, 138–139
methodology
, 137–138
operations and challenges
, 140–141
rural India
, 137
seasonal nature
, 143
social gathering
, 142–143
social norms and governance
, 142
physical function
, 143–144
physiological needs
, 207
pleasure
, 120
pleasure, arousal and dominance (PAD)
, 120
population
, 207
poverty
, 3–9, 11, 13, 15, 29–30, 36, 77–83, 89–91, 123, 125, 166–169, 172–176, 179–183, 190–197
alleviation
, 78–79, 193–194, 195–196, 196
practice-based approach
, 30, 37
Pradhan Mantri Jan Dhan Yojan (PJDY)
, 208
Pradhan Mantri Jeevan Jyoti Bima Yojan
, 208
Pradhan Mantri Suraksha Bima Yojan
, 208
price competition
, 141
product design for subsistence marketplaces
, 23
project overview in subsistence marketplaces
, 24
Project Shakti
, 192–195
pro-market perspective
, 78–79
pro-poor innovations
, 113–115, 128
characteristics
, 126–127
evaluations
, 127, 127
individual characteristics
, 125–126
marketing environment
, 124–125
public policy
, 146
Purchase Power Parity (PPP)
, 168, 172
qualitative methods
, 37
qualitative research
, 170–172
qualitative study
, 54, 57–58, 70, 71, 72
quality of salesmen
, 72
radical innovation
, 90, 93–95, 100, 101
Radical Innovation and the midrange of Business Strategy
, 95
rational considerations
, 54–55
rationality, economic
, 64–66, 67–69, 70
reclassifying enabling practice
, 45, 46–47
regulative system
, 107
relative advantage, innovation
, 154
relative innovativeness
, 154
Reserve Bank of India
, 208
retailers.
, see Subsistence-type Rural Independent retailers (SRIs)
retrospective coherence
, 7
risk bearing function
, 144
Rogers’ theory of innovation
, 153–155, 159–161
rural-based BoP consumers
, 169
rural BoP market
, 58, 62–63, 66, 168–170, 173–174, 176, 179–180, 181, 182–183, 201
rural economy
, 57
rural entrepreneurs
, 56
rural income
, 137
rural India
, 137
rural Lucknow
, 138
rural marketing
, 57, 136–139, 144–147
rural sociology
, 57
rural storekeepers
, 57–58, 64–65, 70, 71
rural–urban-based BoP consumers
, 169
Saidpur bazaar
, 138, 138
salesmen, quality of
, 72
sampling method
, 57
‘Samurdhi’ Development
, 169
‘Samurdhi’ programme
, 174–176, 182
‘Saubagya’ programme
, 175, 176, 182
school of thought, low income consumers
, 94–99, 95–96
‘search spaces,’
, 36
seasonal nature
, 143
sector-wise markets
, 205–206, 206
security/safety needs
, 207
segmentation
, 206–207
selection of a logic
, 34–35
self-actualisation needs
, 207
self-esteem needs
, 207
Self-Help Group (SHG)
, 38, 41–42, 45–47
semi-structured interviews
, 137
Sen, Amartya
, 193
A Sense of Dissonance
, 34
Skype
, 170
slum population
, 92
social and political function
, 144
social capital
, 11, 124, 126
social considerations
, 55
Social Construction of Technology (SCOT)
, 36–37, 36n1
social embeddedness
, 70
social entrepreneurs
, 30
social exchange
, 11
social gathering
, 142–143
social interactions
, 55
social media
, 180, 182
social needs
, 207
social networks
, 126
social networks, LIC
, 91
social norms and governance
, 142
social relations
, 58, 59–60, 61
social system
, 154–155
social values
, 30, 32–35, 39, 41–43, 46–49
socio-economic embeddedness
, 54–58, 56, 59, 62, 66, 70, 72
socio-economic system
, 107–108
socio-political governance
, 108
specializations and compartments
, 11–12
Sri Lanka
, 168–170, 172, 174, 176–177, 179–182
Stock Market
, 32
subsistence domains
, 10
subsistence marketplaces
, 4–16, 6n7, 22–27, 112–113, 116, 122
consumer innovation adoption and
, 124–127, 127
Subsistence-type Rural Independent retailers (SRIs)
, 54, 56–58, 59, 61–66, 67–69, 70–72
Sudarban islands case
, 31, 37–40, 43, 44, 48
Sugar Market
, 32
supplier relations
, 61–63
suppliers/ producers
, 108
sustainability
, 13, 16
Sustainable Development
, 168
Sustainable Development Goals
, 190
sustainable exchange
, 16
technological uncertainties
, 10
technology
, 108
Technology Acceptance Model (TAM)
, 112, 116, 119–120
Technology Readiness and Acceptance Model (TRAM)
, 119–120, 120
thematic network
, 171–172, 172
Theory of Planned Behavior (TPB)
, 112, 118, 119
Theory of Reasoned Action (TRA)
, 112, 118, 118, 119
time
, 154
top-down approach
, 8, 12, 98
bottom-up approach vs.
, 14–16
transactions
, 63
trialability innovation
, 154
Tricostar intervention
, 36, 36, 37, 39, 40–43
trust
close-knit community
, 63
in embeddedness
, 61
uncertainty
, 9–10, 34–35
unfamiliarity
, 10–12
unhindered supplies, supplier relations for
, 61–63
Unilever
, 176
Unilever ‘Saubagya’ programme
, 176, 182
Unilever Shakthi women’s programme
, 168, 181
United Nations
, 91
United Nations Educational, Scientific and Cultural Organization (UNESCO)
, 40, 43–44
unit of analysis
, 115
urban-based BoP consumers
, 169
urban BoP market
, 168–170, 173–174, 179, 180, 181, 201., see also base of the pyramid (BoP)
attitude
, 204–205, 205
consumer behaviour
, 207–208, 208
data collection and instrument
, 202
economic life
, 208–209
implications
, 209–210
in India
, 201–202
marketing strategies
, 209
sector-wise markets
, 205–206, 206
segmentation
, 206–207
selection
, 202
urban slum characteristics
, 92–93
urban vs. rural classification
, 167–168
valuation process
, 35, 37
value-based adoption model (VAM)
, 121, 122, 122
values and value
, 43
virtual immersion
, 13–14, 16
visual comprehensibility
, 123
water
, 206
Western markets and firm-centric performance
, 34
word-of-mouth credit-transactions
, 63
Work and Livelihood of the Poor in NCR
, 203
World Bank
, 36, 91
World Heritage Site
, 37
World Trade Organization
, 91
worth the effort
, 30–31, 33–34
- Prelims
- Part I: Markets and Marketing at BOP: Where We are and What We Know
- Chapter 1 Evolving and Expanding Marketing to Address Challenges and Opportunities in BoP Markets: Looking Back and Forward
- Chapter 2 Making Markets ‘Worth the Effort’ at the Bottom of the Pyramid
- Chapter 3 A Qualitative Study on the Survival Strategies of Retailers in BoP Markets
- Chapter 4 Beyond the BoP: A Look into Alternative Domain
- Part II: Future of Research on BOP markets
- Chapter 5 Designing Solutions for the Low Income Consumer Markets: Four Schools of Thought
- Chapter 6 A Conceptual Model of Pro-poor Innovation Adoption in the BOP and Subsistence Marketplaces
- Chapter 7 Reflections from a Periodic Market in Rural India
- Part III: Lessons for Marketers
- Chapter 8 Bottom of the Pyramid Marketing: Examples from Selected Nigerian Companies
- Chapter 9 Profitability in Rural Bottom of the Pyramid (BoP) Markets from a Business Perspective: Evidence from Sri Lanka
- Chapter 10 Developing Capabilities and Freedoms at the Base of the Pyramid
- Chapter 11 Exploring the Urban BoP Market
- Index