Are the Bottom of the Pyramid (BOP) Brand Conscious Consumers?



Summary of Bottom of the Pyramid > Forum Log in  |  Help

Nikash Anand, India
The people at the Bottom of the Pyramid are referred to as brand conscious and at the same time they are price sensitive. How should these two factors go together?

 
  BOP as Brand Conscious
Aditi, India
If people at the Bottom of the Pyramid are brand conscious and at the same time price sensitive, then they have a good chance to play with different kinds of products widely available in the market today. Definitely, if a product is branded, we assume it's a good product in terms of quality as well. But customers can also find good products on the market at reasonable rates if they make the small effort to broaden their horizon. For example in the garment industry, we find good products at reasonable rates at many stores such as Pantaloons, Vibe, etc.
 
  Brands not necessarily expensive
Abraham Easo, India
Why should brands be expensive? When you spread the brand across a very large number , branding costs should come down on a per capita basis. Moreover, cheaper alternatives can also be developed.
 
  Brands help compare goods
Manjunath Rao, USA/India
Brands help consumers compare similar goods carrying the same price. Even the cheapest goods like match box or salt are branded. So it is wrong to say that BOP customers are not brand conscious. Another example is beedis (cheap cigarettes) usually consumed by BOP members. We have many brands of beedis. So in my opinion brand consciousness and price consciousness are not supplementary but complementary decisions.
 
  BOP is Brand Concious Because They Want to Change
Ankit Malik, India
BOP are attracted to the upper layers of the piramid thus they like to copy them. Hence they are brand concious. They can spend a major share of their earnings for this passion.
 
  Meeting the 'Basic Needs'
Benoit Challan Belval, India - France
Dear all, I would like to share a reaction regarding meeting the "basic needs".
According to me, seeing the poor as focusing first on "basic needs" in order to be able to fulfill more "elaborated" needs is a wrong perception of the reality.
I have seen poor people spending huge amount of money in status products that I would have not thought about buying myself!
I am I into home decoration, I am opening the Indian market for a french concept of wall covering. I am sure that, there is room of maneuver for company willing to develop wall decoration for poor people in India, because poor people also have needs for a agreeable interior and they are spending money on this today.
Don't you think so? Looking forward to hear from you!
 
  Example of Branded But not Expensive Product
Hambayi Mirriam Jimaima, Zambia
@Abraham Easo: I agree with you.
It does not always mean that branded goods must be expensive. I will give an example of a nano car by Tata India, the car is branded, nice but at the same time cheap and affordable. This means that the BOP market is covered.
 
   
 

   
 


Sponsor
Is your firm specialized in Bottom of the Pyramid?

Special Interest Group Leader
Expert? Would you like to be our Bottom of the Pyramid SIG Leader?

More on Bottom of the Pyramid
Summary of Bottom of the Pyramid
Are the Bottom of the Pyramid (BOP) Brand Conscious Consumers?
Fighthing Corruption in Developing Countries. The Role of Leaders
The Role of Government in Bottom of the Pyramid Thinking
Increase the Whole Pyramid
A Bottom of the Pyramid Solution Must Be High Tech, Low Cost and Mass Producible
What is Jugaad? Meaning, Definitions and Examples
Bottom of the Pyramid Concept by CK Prahalad is Profound
Bottom of the Pyramid and Technology
The BOO Model, BOOM Model and BOOT Model. Implementation in BOP Countries
Packaging at the Bottom of the Pyramid
Bottom of the Pyramid People and SMEs
Using House of Quality With Bottom of the Pyramid Framework
Lighting Up African Village Schools
Redesigned Water Lifting Device and Park Equipment
Enabling Bottom of the Pyramid (BOP) Entrepreneurs
Problem with Bottom of Pyramid
Responsibility of International Corporations
Improving the Lot of People at Bottom of the Pyramid (BOP) Takes More
Rural Marketing - Rural (Tourism) Marketing
Best Practices in Extending Medical Facilities to the Poor
Bottom of Pyramid and Network Marketing Hybrid Plan
Ideas for Development Phase of Papua New Guinea
Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets
Bottom of Pyramid People?
Bottom of the Pyramid (BOP) and Communication

All you need to know about management

12manage for:



Management Smart Card

12manage in:





Copyright 2014 12manage - The Executive Fast Track. V12.0 - Last updated: 23-10-2014. All names tm by their owners.