...Jayashree Sutar; Srabanti Mukherjee Purpose This study aims to explore the consequences of jugaad at the Bottom of the Pyramid ( BOP ) and to examine the motivations behind continuance intention ( CI ) following its adoption. Design/methodology/approach This qualitative...

...Uttam Karankot; Rahul Thangeda Purpose The purpose of this study is to identify and rank the factors influencing bottom of the pyramid ( BOP ) consumers’ purchasing decisions. Prioritizing these factors will enable an effective understanding of the world’s largest, unaddressed market. Design...

...Avinash Kumar; Rajeev Kumra Purpose The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the enhanced level of this relationship for the bottom of the pyramid (BoP) households...

... not automatically rise, as microeconomics would assume. The consumer view of trade-off behaviour through SoW combines elements of behavoural and microeconomic thought. Consumer behaviour Bottom of the pyramid Share of wallet Emerging market Financial diaries Over four billion people constitute...

...Anand Kumar Jaiswal; Shruti Gupta Purpose – This paper aims to explore the nature and degree to which marketing affects consumption behavior of bottom of the pyramid (BOP) population. The objective of the study is to examine, identify and explain aspects of consumption behavior that evidences...

... and behaviors of the firm's agents convey low CSR. Microfinance customers were sensitive to customer service. Service quality was also significantly related to their perceptions of CSR. Originality/value – This exploratory research is novel, examining stakeholders at the bottom of the pyramid. Indian...