Treating the Consumers at Different Levels of the Pyramid

  • A. Coskun Samli

Although in one sense this whole book is about treating global consumers well and satisfying their needs, 21st-century capitalists will have to have a different orientation than their earlier predecessors of the 19th or 20th centuries. Much less emphasis must be put on laissez fairism, and much more emphasis on social capitalism is needed; this difference needs very serious attention. There are a number of critical reasons for this needed attitude change.

First, as discussed earlier, the world’s consumers can be described in the form of a pyramid with five economic tiers. Tiers 4 and 5 are the lower end of the pyramid. These tiers are growing faster than the top of the global pyramid, and they represent the majority of the world’s population (Prahalad 2005; Samli 2004).

Second, the lower tiers combined have substantially large purchasing power which is not paid much attention to, and this purchasing power is increasing rapidly.

Third, the modern capitalist of the 21st century must...


Consumer Protection Hierarchy Level Consumer Information Lower Tier International Terrorism 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Prahalad, C. K. (2005), The Fortune at the Bottom of the Pyramid, Upper Saddle River, NJ: Wharton School Publishing.Google Scholar
  2. Samli, A. Coskun (1995), International Consumer Behavior, Westport, CT: Quorum Books.Google Scholar
  3. Samli, A. Coskun (2004), Entering and Succeeding in Emerging Countries, Mason, OH: Thomson, South-Western.Google Scholar

Copyright information

© Springer-Verlag New York 2008

Authors and Affiliations

  1. 1.University of North FloridaJacksonvilleUSA

Personalised recommendations