... 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...

... implications The finding that the more physically vulnerable older population actually perceives themselves as less vulnerable to harm suggests that socially responsible companies should work harder to make older consumers aware of risks created by product harm crises when dealing with this increasingly...