Customer Expectations at the Urban Bottom of Pyramid in India: A Grounded Theory Approach

  • Ritu SrivastavaEmail author


The Bottom of the Pyramid (BOP) typically refers to the low-income group of customers, which is a big segment in India. The marketing discipline has historically developed through the context of the industrialized or developed world, but given the size and unique characteristics of this segment of consumers, an independent approach is needed wherein the customers are understood within their context, and businesses strive to serve them and earn their profits. Because the customers are typically impoverished and there are certain assumptions that a marketer holds about this segment, there is a gap in crafting and delivering products and services for this segment that stops at exploring the sector’s profit potential. This study explores the customers in this segment with a view to understand what ultimately satisfies them and gives them happiness in their purchases. There are some interesting findings that emerge and a substantive theory that unfolds in the study.


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© The Author(s) 2019

Authors and Affiliations

  1. 1.Management Development InstituteGurgaonIndia

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