scholarly journals Measuring the impact of donations at the Bottom of the Pyramid (BoP) amid the COVID-19 pandemic

2022 ◽  
Author(s):  
Luiza Ribeiro Alves Cunha ◽  
Bianca B. P. Antunes ◽  
Vinícius Picanço Rodrigues ◽  
Paula Santos Ceryno ◽  
Adriana Leiras
Keyword(s):  
Bottom Of The Pyramid ◽  
The Impact

scholarly journals Relational Embeddedness and BOP-Oriented Dynamic Capability—A Multi-Case Study

2021 ◽  
Vol 13 (11) ◽  
pp. 6065
Author(s):  
Yina Zhang ◽  
Jiancheng Long ◽  
Wu Zhao
Keyword(s):  
Low Income ◽  
Dynamic Capability ◽  
Bottom Of The Pyramid ◽  
Trust And Reciprocity ◽  
Relational Embeddedness ◽  
Cooperation Network ◽  
Low Income Groups ◽  
Research Propositions ◽  
The Impact

The Bottom of the Pyramid (BOP) market is composed of a large number of low-income groups around the world and contains huge wealth that has not yet been discovered. An exploratory multi-case study was conducted to analyze the impact of relational embeddedness on dynamic capability (DC). On the basis of theoretical presuppositions, based on the intra- and inter-case analysis of six companies in the China BOP market, this paper explores how relational embeddedness affects the DC of companies through exploitative learning and exploratory learning. Twelve research propositions are presented and the theoretical framework of relational embeddedness affecting the DC of enterprises is constructed. The study found that mutual trust and reciprocity norms in the BOP cooperation network can promote the acquisition and utilization of existing knowledge and new knowledge of the enterprise, thereby enhancing the enterprise environmental sensing, environmental adaptive, and environmental shaping capabilities.

Sharing Economies: The Impact of Online Platforms in Social Exclusion and Economic Marginalisation in South Africa

2021 ◽  
pp. 239448112110203
Author(s):  
Khalida Akbar ◽  
Shamim Bodhanya
Keyword(s):  
Economic Growth ◽  
South Africa ◽  
Social Exclusion ◽  
Theoretical Data ◽  
Sharing Economy ◽  
Training And Development ◽  
Bottom Of The Pyramid ◽  
Online Platforms ◽  
Socially Excluded ◽  
The Impact

The concept of sharing economies is a developing phenomenon that is highly prevalent in international economies and currently exists in South Africa as well. However, the concept of sharing economy is not totally accepted and practiced to its optimal potential. This study focuses on the population of South Africa that is considered to be socially excluded and economically marginalised. Theoretical data indicate that these individuals form part of the lower income citizens and are part of the bottom of the pyramid. This study provides evidence that the concept of sharing economy can be used via online platforms to optimise economic growth opportunities so as to minimise the current gap of social exclusion and economic marginalisation. Current literature specified that the barriers to economic growth with sharing economies in South Africa are due to a lack of internet access, unemployment, education, health and governance. South Africa is a developing nation and with the aid of enhanced governance with regard to sharing economies, training and development and cultural diversity acceptance, sharing economies is a potential catalyst to attaining equality and bridging the gap of social exclusion and economic marginalisation.

Customer perception of adoption and use of digital financial services and mobile money services in Uganda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tapiwanashe James Museba ◽  
Edmore Ranganai ◽  
Gianfranco Gianfrate
Keyword(s):  
Qualitative Research ◽  
Financial Services ◽  
Social Impact ◽  
Positive Impact ◽  
Financial Inclusion ◽  
Bottom Of The Pyramid ◽  
Content Type ◽  
Customer Perception ◽  
Mobile Money ◽  
The Impact

Purpose This paper aims to investigate the impact of fintech, mobile money and digital financial services in Uganda and factors impacting adoption of the services. The study will also determine their social impact through financial inclusion in the Ugandan market. Design/methodology/approach This study covers the adoption and use of fintech, mobile money and digital financial services in Uganda. A case study approach was used through a survey questionnaire for 400 randomly selected participants within the Kampala region. Questionnaire was designed to measure customer perception of digital financial services and adoption including mobile money and agency banking. Findings The adoption of mobile money services is driven by mobile devices penetration and the need for access to financial products and services for the unbanked. Results support CGAP (2013) that observed that mobile money adoption was based on two key variables: social network and social interactions of the customer and a segment of customers who can be described as mobile technology leaders (early adopters). There has been positive impact on person to person transfers, grocery payments and mobile money providers have to continue to simplify the access to financial services and bring convenience to the bottom of the pyramid. And mobile money positively impacts sustainable developmental goals covering Gender Equality (SDG5), SDG 8 – Decent Work and Economic Growth; expanding financial inclusion through mobile money and SDG 10 – Reduce Inequalities. Research limitations/implications This study has limitations commonly prevalent with qualitative research, including the small size limited to Kampala and challenges of making generalisations beyond this context. Practical implications The paper might serve as a valuable source of information for government and fintech companies in developing the digital financial services ecosystem as well as for students and academics for further case studies in this area. Originality/value This paper serves as one of the first qualitative research papers concerning mobile money and digital financial services adoption, solely focused on Uganda. Its value is in its showcasing of the importance of mobile money among customers in emerging markets.

Sustainable development of microfinance customers

2017 ◽  
Vol 30 (1) ◽  
pp. 49-64 ◽  
Author(s):  
Saju Jose ◽  
Jacob Chacko
Keyword(s):  
Interest Rates ◽  
Research Question ◽  
Operating Cost ◽  
Small Sample ◽  
Bottom Of The Pyramid ◽  
Structured Interviews ◽  
Cross Sectional ◽  
High Interest Rate ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to examine whether microfinance activities aimed at the bottom of the pyramid consumers are sustainable. Design/methodology/approach The study follows a mixed methodology, manager’s views on sustainability of the programs were gauged by analyzing their responses in the areas of diversion of funds, operating cost, interest rates, and return rate of loans through semi-structured interviews. A survey was administered to 316 poor microfinance borrowers at the bottom of the pyramid in India in a cross-sectional field study format. The study used one sample t-test to test the sustainability of the microfinance activities. Findings All else being the same, microfinance activities aimed at the borrower’s communities are not sustainable. The major contributor to the lack of sustainability is the diversion of funds, results of both managers’ interviews and consumer survey provides strong evidence to support this. Though there are issues related to high interest rate, operating cost and low return on investment, it seems that the core issue behind all this is lack of full investment in the microfinance venture. Research limitations/implications The study was limited to only two states in India. The mixed nature of the study meant that semi-structured interviews with a relatively small sample were the most appropriate method to address the research question. Future studies with larger, more representative sample sizes are encouraged to investigate how the findings can be generalized to larger populations. Also the information which determines the experiences and satisfaction of the consumers is collected only once. This study does not account for any changes over time in the populations or their interest. Originality/value The impact of micro finance in alleviating poverty is questioned by researchers and there is demand for further empirical evidence. Therefore, the findings of this study complement with existing work to present a comprehensive understanding of this topic by investigating the sustainability aspect of these programs from the dimension of both customers and lenders.

Rethinking share-of-wallet at the bottom of the pyramid: using financial diaries to observe monthly category trade-offs

2019 ◽  
Vol 36 (1) ◽  
pp. 50-63 ◽  
Author(s):  
James Lappeman ◽  
Joel Chigada ◽  
Pragasen Pillay
Keyword(s):  
Business Strategy ◽  
Bottom Of The Pyramid ◽  
Consumer Theory ◽  
Monthly Basis ◽  
Content Type ◽  
Share Of Wallet ◽  
Trade Offs ◽  
Specific Behaviour ◽  
The Impact ◽  
Population Segment

PurposeThis study provides empirical evidence for the impact that income and expenditure fluctuations have on understanding the fundamentals of BoP household share-of-wallet in South Africa.Design/methodology/approachThe study used a longitudinal financial diary methodology to record household income in 80 households (in four different geographic areas) over four monthly waves.FindingsThe study showed the lack of reliability of aggregated population income and expenditure surveys when understanding the specific behaviour of BoP households. The study concludes that major category trade-offs occur on a monthly basis, and that these trade-offs directly impact our fundamental understanding BoP SoW.Originality/valueWhile the BoP consumer theory is developing (especially in the last decade), most of the theory is focused on development and business strategy. Empirically based consumer theory is noticeably lacking, given that the BoP is the largest population segment on earth. In addition, research is largely absent of highly rigourous and in-depth quantification of consumer SoW behaviour. This study contributes to the BoP theory by examining monthly fluctuations in income and expenditure, a line of analysis not done before to this extent. In doing so, the study proposes a new metric for the measurement of category expenditure as an index of the total spend.

scholarly journals Size and Shape: The Influence of Packaging on South African BOP Consumers' Decision-Making

2018 ◽  
Vol 10 (1(J)) ◽  
pp. 6-21
Author(s):  
Pravina Devpersadh Oodith
Keyword(s):  
Decision Making ◽  
South African ◽  
Rural Areas ◽  
Bottom Of The Pyramid ◽  
Purchase Decisions ◽  
Business Organizations ◽  
Area Sampling ◽  
Reusable Containers ◽  
The Impact ◽  
Practical Recommendations

 The bottom of the pyramid (BOP) proposition espouses the use of ‘single-serve’ or ‘sachet’ packaging in order to enhance affordability, encourage consumption and offer an assortment of good-quality products to BOP consumers. This study assesses the influence of packaging (in relation to size and price of different quantities) on South African BOP consumers’ purchase decisions. The study analyses whether or not these consumers have a tendency to purchase smaller quantities of products as opposed to making bulk purchases. This study further investigates the impact that packaging criteria (storage, convenience of purchase, prices of different package sizes and reusability of packaging) have on consumers’ decision-making. The aim is to uncover South African BOP consumers’ perceptions of packaging as a decision-making influencer in order to formulate appropriate strategies that businesses can adopt in order to lucratively serve this market. Using area sampling, a sample of 600 BOP consumers living in relative poverty within the rural areas of South Africa was drawn. Data was collected using a self-developed questionnaire whose psychometric properties were statistically analyzed using descriptive and inferential statistics. The study’s results reveal that although South African BOP consumers view small quantities of products as convenient and easy to store, the majority have an inclination to purchase large quantities instead of smaller package sizes. South African BOP consumers are also enticed to purchase products that are packaged in reusable containers, thereby, enabling the containers to be re-used after the consumption of the contents. Practical recommendations are articulated for business organizations. 

scholarly journals Bottom of the Pyramid Marketing

2018 ◽  
Vol 10 (4) ◽  
pp. 13
Author(s):  
Melissa Martirano
Keyword(s):  
Social Media ◽  
Peer Pressure ◽  
The United States ◽  
Ethical Question ◽  
The Internet ◽  
Bottom Of The Pyramid ◽  
Poverty Level ◽  
Theoretical Frameworks ◽  
Depth Analysis ◽  
The Impact

Throughout the developing world there have been numerous studies of the impact and ethics of marketing to consumers in the lowest socio-economic demographic, known as the Bottom of the Pyramid. These consumers make less than $2 USD per day in many countries, yet will buy expensive items marketing by the media/the Internet, discussed on social media, and to keep up with peers (peer pressure). When such items are of benefit to the purchaser or their region, the result may be positive (computers for schooling, etc.) Yet spending on luxury items can cause such consumers to go deeply into debt or forego necessities, calling into question the ethics of targeting this group. In the United States, the poverty level is higher than in many countries, and access to media/social media/the Internet is ubiquitous. Americans are also susceptible to peer pressure, according to studies. Bottom of the Pyramid research, however, is lacking on American respondents. This proposal would fill that gap, considering such marketing and consumption from a behavioral and perceptive viewpoint. Hypothetical recommendations drawn from survey questions based on research questions developed through theoretical frameworks and scholarly literature review will suggest practical courses for American industry to sell to this population without ethical question. This work may also spur more in-depth analysis involving clearly defined demographic groups for deeper analysis and understanding. The research follows the qualitative method and is to be analyzed thematically using Likert format numbers.

scholarly journals Size and Shape: The Influence of Packaging on South African BOP Consumers’ Decision-Making

2018 ◽  
Vol 10 (1) ◽  
pp. 6
Author(s):  
Pravina Devpersadh Oodith
Keyword(s):  
Decision Making ◽  
South African ◽  
Rural Areas ◽  
Bottom Of The Pyramid ◽  
Purchase Decisions ◽  
Business Organizations ◽  
Area Sampling ◽  
Reusable Containers ◽  
The Impact ◽  
Practical Recommendations

 The bottom of the pyramid (BOP) proposition espouses the use of ‘single-serve’ or ‘sachet’ packaging in order to enhance affordability, encourage consumption and offer an assortment of good-quality products to BOP consumers. This study assesses the influence of packaging (in relation to size and price of different quantities) on South African BOP consumers’ purchase decisions. The study analyses whether or not these consumers have a tendency to purchase smaller quantities of products as opposed to making bulk purchases. This study further investigates the impact that packaging criteria (storage, convenience of purchase, prices of different package sizes and reusability of packaging) have on consumers’ decision-making. The aim is to uncover South African BOP consumers’ perceptions of packaging as a decision-making influencer in order to formulate appropriate strategies that businesses can adopt in order to lucratively serve this market. Using area sampling, a sample of 600 BOP consumers living in relative poverty within the rural areas of South Africa was drawn. Data was collected using a self-developed questionnaire whose psychometric properties were statistically analyzed using descriptive and inferential statistics. The study’s results reveal that although South African BOP consumers view small quantities of products as convenient and easy to store, the majority have an inclination to purchase large quantities instead of smaller package sizes. South African BOP consumers are also enticed to purchase products that are packaged in reusable containers, thereby, enabling the containers to be re-used after the consumption of the contents. Practical recommendations are articulated for business organizations. 

Value co-creation and social media at bottom of pyramid (BOP)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheshadri Chatterjee ◽  
Bang Nguyen
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Low Income ◽  
Business Environment ◽  
Bottom Of The Pyramid ◽  
Social Implication ◽  
Content Type ◽  
Body Of Knowledge ◽  
Bottom Of Pyramid ◽  
The Impact

Purpose The purpose of this study is to examine the value co-creation at bottom of the pyramid (BOP) using social media and to investigate how it is impacted by age, gender and peer influence. Design/methodology/approach A BOP approach provides sustainable profits by involving low-income producers and consumers by way of co-creating values. The focus of the BOP approach in the business environment in this study is to establish co-creation among the different stakeholders at the BOP level. With the help of a literature review and related theories, a conceptual model has been developed. The model has been tested statistically for validation using a survey by considering 314 usable respondents. Findings This study has focused on the impact of different issues such as age, gender and peer influence concerning the consumers at BOP segments involving in co-creation activities. The study finds that people at BOP segments emphasize more social media usage compared to the influence of peers in the context of co-creating values. Research limitations/implications Co-creation at BOP is a new approach. This study is unique research where it identifies the impact of gender, age and peer influence at the BOP level consumers for co-creation activities. The study also highlights the influence of social media on BOP consumers for co-creating values. The model so developed along with the findings of this study contribute to the overall body of knowledge in this area which has a wider theoretical and social implication. Practical implications The proposed model in this study can help organizations to understand the impact of age, gender, peer influence on value co-creation activities at BOP using social media. This study can help managers of the organizations involved in co-creation at BOP to formulate an appropriate strategy to get engaged with the customers at BOP. Finally, this study can motivate customers to value co-creating and engaging with organizations. Originality/value This study has primarily identified the impact of age, gender and peer influence for the consumers at BOP segments and is involved in different co-creation activities. The study has been mainly conducted in India, an emerging economy. None of such studies has been conducted in the emerging markets. Thus, this study claims to have possessed its uniqueness.

Sign in / Sign up

Export Citation Format

Share Document