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The purpose of this paper is to explore the de/motivation variables in the delivery of housing microfinance (HMF) in the low-income housing market in Ghana.

The paper relied on a survey of 125 respondents of microfinance institutions (MFIs) to understand the interactions and effects of these variables on HMF delivery in Ghana. Descriptive and bivariate statistical methods were used to analyse the data.

The findings revealed that both internal and external variables motivate MFIs to engage in the low-income housing market. These variables are: MFIs desire for expansion, the potential size of the low-income housing market, the market potential for MFIs growth, the availability of local resources, unique features and products of the market, low-income housing offering an opportunity for leveraging resources and the preference for homeownership than rental among individuals in the low-income segment of the population. However, variables such as capital lock-up in HMF delivery, high-interest rates in the country, high cost and land prices, high cost and price of building materials, lack of sufficient collaterals and the different interest rates required on HMF loans also served as demotivation in the low-income housing market in Ghana.

The paper findings are limited in context to Ghana.

The paper, although limited to Ghana, contributes to the much-needed body of knowledge on low-income housing finance in developing countries.

The paper is the first of its kind in using empirical data to explore the motivational and demotivational variables in the delivery of HMF in a developing country context such as Ghana.

The authors address the role that income plays in allowing individuals to resist dominant institutional norms and engage in entrepreneurship.

This is a conceptual article that develops propositions about the relationship of institutional logics and income level with opportunity entrepreneurship.

The authors suggest that high-income individuals are less impacted than low-income individuals by institutional logics that do not support opportunity entrepreneurship. More specifically, the positive effects of a national business system that reflects and replicates market logics within a society have a greater impact on the proclivity to pursue opportunity entrepreneurship of low-income individuals than those with high incomes.

Policymakers addressing poverty need to understand that examining the overall societal impact of institutions is not enough. Weak institutions have a disproportionately negative impact on low-income individuals. In addition to critical resources, the accessibility of market logics is key.

This study is the first in the entrepreneurship domain to theorize how and why institutions matter more for low-income individuals. This occurs via two mechanisms: (1) market logic accessibility and (2) the degree to which institutionalized market logics decrease opportunity cost. In so doing, this study contributes to the literature on embedded agency within the institutional logic perspective.

Designing a social marketing intervention for low-income earners requires an understanding of the key motivations. As part of the Low-Income Earner Energy Efficiency Programme, this study investigates the key factors that influence energy behaviours amongst Australian young low-income earners as part of the Reduce Your Juice social marketing programme. The authors also investigate the effect of gender.

An online survey of 753 low-income renters was conducted using validated measures. The data were analysed using structural equation modelling.

The two factors that had the highest influence on intentions for energy-saving behaviours was the “mind” factor of self-efficacy and “money” factor of price concern. There were gender differences in the effect of bill control and price concern on intentions for different energy efficiency behaviours.

This study provides guidance on the factors to emphasise when designing an energy efficiency programme for low-income earners.

This study provides evidence for different motivations amongst low-income earners for energy efficiency programmes and that a “one size fits all” approach may not be effective.

While there is high interest in the public sector for motivating young-adult low-income earners to change their energy behaviours, little is known about the key factors that motivate intentions to engage in these behaviours.

The housing sector in Jordan suffers from a lack of balance between supply and demand, in general, and from the inability to meet the demands of low‐income households, in specific. The purpose of this paper is to explore the potentials and obstacles facing low‐income housing supply. It is shown that there is undersupply in low‐income housing.

The attributes of the supply–demand model are explored using qualitative and quantitative research methods. The first research step was archival. Findings indicated a presence of major obstacles facing developers and hindering them from supplying low‐income housing. The second research step included face‐to‐face interviews with the local developers in three major cities: Amman, Irbid and Zarqa. They were interviewed using a semi‐structured and open‐ended questionnaire.

Results indicated that most plausible causality of undersupply of low‐income housing is due to macro‐environment attributes: controllable – management (lack of human resources and capacity building), real estate (lack of marketing skills and sales advertising), technology and construction industry (inaccessible appropriate building technology and affordable construction), land ownership and site selection (limited to the developers geographical area); and uncontrollable – financing (small capital operation and difficulties in bank loans and lending), government policies (lack of incentives, tax exemptions, and rigid laws and regulations), and social and cultural (social needs requires certain spatial arrangements and rejection of borrowing from financial institutions for religious reasons).

The study recommends increasing supply of low‐income housing can be achieved by various means and not by single attribute. Attributes affecting this price reduction and increase homeownership include implementing real estate principles and processes, co‐operation of all key‐players through various forms of public/private partnership, facilitating procedures in commercial banks, increasing the number of units that share services and infrastructure, constructing multi‐use housing projects, defining gradual revenue rates for services and limiting revenue rates for the housing units, developing local construction material, using simple shapes and configurations, and reducing non‐used space like the formal reception and dining areas despite their cultural value.

Statistical inferences will be needed in a future study to complement the present study's investigation of low‐income housing production in Jordan.

As the first of its kind, the research help to identify policy implications for different partners (housing developers, local planning authorities, national housing and planning authorities and government policy makers) in order to increase homeownership for low‐income groups.

This paper aims to develop a set of affordable space and dimensional standards for market-driven low-income housing in Indian context for the purpose of mass production using industrialised building system.

For this, the paper first explains the significance of standardisation from the literature and revisits the codes and contemporary practices in industrialised building system (IBS) in India. Next, it undertakes a market survey of ongoing/completed housing projects to study the space/dimensions reflected in the market demand by the people. After considering conditions like modular grid suitability and provisions of code, it identifies a set of dimensional standards of activity spaces, emerging from the market study. It also suggests a framework of modular units showing the incremental attachment possibility for component-based construction using IBS. These standards and design frameworks will make the path for developing various products and components towards an open system in India.

The paper gives an insight of the market trends of low-income housing, focusing on unit designs and spatial elements.

Local contextualisation during the unit designs will be required and that is not addressed in this paper.

This will benefit developers, manufacturers, designers as well as policymakers towards a market-driven housing delivery using IBS.

As a result of this standardisation, housing delivery will be faster and there will be more numbers of market-driven affordable housing in masses for low-income people, thus solving housing shortage.

A developing country like India is a diversified country having many geographical and social variations. Such standardisation for a space and design framework has never been attempted before and will make a contribution for the public housing sector.

Many markets are conceptualized as a stratified low- and middle-income “pyramid” of consumers. Emerging markets are sites of rapid consumer mobility, and thus the middle class there is connected to, and often supports, low-income relatives and employees. Therefore, this paper aims to establish that African income groups are not insular, but rather interrelated and have strong social ties reinforced with longstanding communal values, such as ubuntu.

Using a between-subjects experimental vignette design, the propensity of the middle class to cover low-income individuals on an insurance product was assessed.

Income strata are interrelated and can inform value propositions, which is demonstrated in this paper with insurance, where the middle class are willing to include others, depending on their social proximity, on their insurance cover.

The context for this study was personal home insurance; hence, the generalisability of the results is circumscribed. Other more tangible forms of cover, such as medical, funeral or educational insurance, may engender far stronger effects.

Marketers tend to view low- and middle-income consumers as independent. A view of their interrelation will change the design of many products and services, such as a service catered to the poor but targeted at their support networks. An example of such a service is insurance, which is traditionally hard to sell to the poor. A less atomistic approach to income strata could have implications for vicarious consumption, as well as a reconsideration of the disposable income of both groups.

The pyramid is an interconnected network of social and economic ties.

The conceptualization of the Base of Pyramid (BOP) proposes that low-income markets can lead to profitable opportunities for businesses. The purpose of this study is to identify key success factors of a BOP business strategy based on a case study of the discount retailer, Dollar General, in the USA.

The research design used in this research is an in-depth case study of Dollar General in the USA. Qualitative methods are applied in both the primary and secondary data collection and during the follow-on data analysis of Dollar General.

Dollar General’s strategic profile is achieved through the combination of the following four actions which are tailored to compete effectively at the BOP in the USA: creating the neighborhood discounter, raising aspirational appeal, reducing service and eliminating internationalization.

The case is specific to Dollar General in a US cultural context.

The case of Dollar General demonstrates how a discounter retailer should not only follow a low-cost strategy to compete at the BOP. Its ability to craft a distinctive strategy is coherent with meeting the logistical, rational and emotional needs of the low-income consumer in the USA.

Many businesses have neglected rural areas of the USA as being unprofitable. The ability for businesses such as Dollar General to serve the BOP segment can foster the socio-economic well-being of communities.

The overwhelming body of the BOP literature is based on emerging markets. To the best of the authors’ knowledge, this is one of the few studies to investigate BOP business strategy in the USA.

The purpose of this paper is to describe Mibanco's challenges in offering credit to individuals who have never had access to the formal banking system in Peru. The purpose of the case is to explain how Mibanco's innovative products and services have contributed to its success in enabling thousands of Peruvians to gain access to banking services. The paper also describes Mibanco's latest adaptations in response to growing competition to provide banking services to the lower income segments of the market.

The case study research methodology combines primary data from key informant interviews with Mibanco's CEO Rafael Llosa and other senior executives as well as academics and investment professionals familiar with Mibanco's operations. Secondary data were also collected from Mibanco's annual reports and other published sources.

The paper describes Mibanco's innovations in overcoming constraints in its operating environment. The case also documents the important role that Mibanco has played in transforming the Peruvian financial market through its pioneering development of financial products and services for the poor.

The paper describes Mibanco's role in influencing the Peruvian financial system as a whole and specifies the strategies that Mibanco's executive management has established to overcome the risks and challenges faced by the institution.

The purpose of this study is to examine which changes companies need to implement in their transactional marketing strategy to sell to the poor when launching a product innovation in low‐income countries.

The paper confronts the literature on the “bottom of the pyramid” with the diffusion of innovations theory in order to identify the country characteristics that call for marketing changes when entering low‐income markets. The authors investigate for one case (the Tata Nano) whether – and how – the company implements changes to respond to these conceptually identified challenges. The case study is systematically analysed and structured according to Kotler's four Ps.

The case shows that companies can create products with functionality and cost advantage for the poor without compromising on safety and comfort. Creating an innovative distribution system pushes costs and builds trust between the company and the customer.

The study examines one case from the automobile industry. Marketers would benefit from multiple case studies.

The study's originality springs from the confrontation between the bottom of the pyramid and the diffusion of innovations theories. The study is valuable to marketers targeting the bottom of the pyramid. The case study is interesting because the industry (automobile) surprisingly targets a poorer non‐traditional customer base (the upper bottom of the pyramid).

An understanding of the competitive landscape and consumer dynamics of an emerging market, especially how a small local company learns to take on and deal with global players. Similarly, embeddedness within a market leads to increasing the competitiveness of local brands as they understand local consumers better than international ones. Local brands are also more likely to use home-based and innovative marketing strategies.

Bliss Chemicals, through their flagship brand, MAQ washing powder, captured market share from global multinationals during a price war. Nevertheless, their competitive landscape and their customer base are dynamic; the company cannot afford to rest on its laurels for long. The case provides insight into the marketing activities of both large and medium enterprises in an emerging market. It also demonstrates the type of marketing activation that engenders strong consumers’ response.

The case can be used in undergraduate, MBA and executive education courses on marketing, consumer behaviour, bottom of the pyramid or international marketing courses. It could also be used in business strategy courses on market entry, dealing with stronger competitors, price wars and doing business in Africa.

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CSS 8: Marketing