Branding for Bottom of the Pyramid: A Case of Branded Footwear Consumer in Indian Rural Setting

Abstract

The fortune at the bottom of the pyramid (BOP) has been a major direction for organizations vying to expand/tap into the vast consuming base of rural India. In order to attract and retain these specific consumers, it is critical to understand their psyche, attitudes, motives and expectations as they offer the key to building a brand image. The paper attempts to understand the implications of maintaining a loyal consumer base in rural markets of India by building a sustainable brand image through understanding the dimensions of perceived quality, product promotion and brand trust. It also attempts to study the significant impact of such brand images on brand loyalty for the chosen product category of sports shoes. The formulated hypotheses were tested empirically through regression analysis to validate the proposed research framework for the present study. The study holds importance for brand marketers attempting to penetrate or establish a presence in the Indian rural markets.