The effects of national cultural traits on BOP consumer behavior

Abstract

Scholars who aim to solve problems with poverty and a lack of resources often focus on bottom of pyramid (BOP) consumer groups. They propose that the traditional TOP (top of pyramid) business strategies are not suitable for BOP populations, and that it is crucial to determine and satisfy BOP consumption demands. The purpose of this study is to find out which factors influence BOP consumption, and to explore BOP integrated products. The concepts of "national cultural traits" and sustainable product design are also used. The findings will help enterprises learn how to make profits in BOP markets (addressing economic goals), while helping the poor get out of poverty (addressing social goals). Two different areas concerning BOP consumers are used to illustrate the results.