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Constrained purchase decision-making process at the base of the pyramid

Nanda Choudhury (Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India)
Srabanti Mukherjee (Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India)
Biplab Datta (Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 31 January 2019

Issue publication date: 8 February 2019

Abstract

Purpose

The purpose of this paper is to examine the factors affecting decision-making at the BoP and propose a framework of the consumer decision-making process at the base of the pyramid (BoP).

Design/methodology/approach

The qualitative research design was adopted to collect primary data. Data collected through the in-depth semi-structured interviews of the 48 BoP consumers in Kolkata and Kharagpur (India) were subjected to grounded theory analysis for theory development.

Findings

This study reveals that consumer vulnerability affects the decision-making process and the transaction cost at BoP level. It was observed that the consumers at the BoP make constrained choices due to their vulnerability and try to minimise transaction cost while selecting the retails. The constrained retail choice leads to a limited selection of products and brands.

Originality/value

This study, for the first time, has investigated the decision-making process for BoP consumers in detail. As a pioneering attempt, it sheds light on some new factors including consumer vulnerability and transaction cost that have an impact on the consumer decision-making process.

Keywords

Citation

Choudhury, N., Mukherjee, S. and Datta, B. (2019), "Constrained purchase decision-making process at the base of the pyramid", Journal of Consumer Marketing, Vol. 36 No. 1, pp. 178-188. https://doi.org/10.1108/JCM-01-2017-2065

Publisher

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Emerald Publishing Limited

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