BoPCOVIPIP: Capturing the Dynamics of Marketing Mix Among Bottom of Pyramid Consumers during COVID-19

Full Text (PDF, 683KB), PP.37-51

Views: 0 Downloads: 0

Author(s)

Debadrita Panda 1,* Sabyasachi Mukhopadhyay 2 Rajarshi Saha 3 Prasanta K. Panigrahi 4

1. MAKAUT, India

2. BIMS Kolkata, India

3. St Xavier's College (Autonomous), Kolkata

4. Department of Physical Sciences, Indian Institute of Science Education and Research Kolkata

* Corresponding author.

DOI: https://doi.org/10.5815/ijisa.2022.04.04

Received: 3 Jan. 2022 / Revised: 17 Feb. 2022 / Accepted: 8 Mar. 2022 / Published: 8 Aug. 2022

Index Terms

Marketing mix, BoP, COVID-19, Apriori algorithm, West Bengal

Abstract

The behaviour of consumers mostly follows the guidelines derived from marketing theories and models. But under some unavoidable circumstances, the consumers show a complete deviation compared to their existing consumption pattern, purchase behaviour, decision-making and so on. Under similar circumstances, this study aims to capture both urban and rural Bottom of the Pyramid (BoP) consumers’ perceptions of various marketing mixes during the COVID-19 pandemic situation. With a sample size of 378 and 282, the perception towards different marketing mixes has been captured for Pre-COVID and During-COVID periods, respectively. The adopted quantitative analysis indicates a difference in perception towards marketing mix During COVID compared to Pre-COVID. Moreover, the selection of West Bengal, India, as an area of research fulfills the BoP literature’s existing prominent research gap. This study also comes with the potential to assist marketers and the Fast-Moving Consumer Goods (FMCG) industry in framing strategies to target BoP consumers.

Cite This Paper

Debadrita Panda, Sabyasachi Mukhopadhyay, Rajarshi Saha, Prasanta K. Panigrahi, "BoPCOVIPIP: Capturing the Dynamics of Marketing Mix Among Bottom of Pyramid Consumers during COVID-19", International Journal of Intelligent Systems and Applications(IJISA), Vol.14, No.4, pp.37-51, 2022. DOI:10.5815/ijisa.2022.04.04

Reference

[1]PewResearchCenter, A Global Middle Class is more prominent than reality, (accessed on June 10, 2021), https://www.pewresearch.org/wp-content/uploads/ sites/2/2015/08/global-middle-class-report_8-12-15-final.pdf.
[2]C. K. Prahalad, The fortune at the bottom of the pyramid, revised and updated 5th anniversary edition: Eradicating poverty through profits. FT Press, 2009.
[3]S. Parvin, “Conceptual framework for exploration of brand equity perception from bottom of the pyramid (bop) market perspective,” International Journal of Research, vol. 1, no. 5, pp. 1–10, 2013.
[4]M. Viswanathan, S. Sridharan, and R. Ritchie, “Marketing in subsistence mar- ketplaces,” in Alleviating poverty through business strategy. Springer, 2008, pp. 209–231.
[5]V. Mahajan and K. Banga, The 86 percent solution: How to succeed in the biggest market opportunity of the next 50 years. Pearson Education, 2005.
[6]A. Faria and M. Hemais, “Rethinking the bottom of the pyramid: A critical perspective from an emerging economy,” Marketing Theory, vol. 17, no. 3, pp. 271–287, 2017.
[7]S. Abdelnour and O. Branzei, “Fuel-efficient stoves for darfur: The social con- struction of subsistence marketplaces in post-conflict settings,” Journal of Busi- ness Research, vol. 63, no. 6, pp. 617–629, 2010.
[8]B. Garrette and A. Karnani, “Challenges in marketing socially useful goods to the poor,” California Management Review, vol. 52, no. 4, pp. 29–47, 2010.
[9]D. Yurdakul, D. Atik, and N. Dholakia, “Redefining the bottom of the pyramid from a marketing perspective,” Marketing Theory, vol. 17, no. 3, pp. 289–303, 2017.
[10]E. Constantinides, “The marketing mix revisited: towards the 21st century mar- keting,” Journal of marketing management, vol. 22, no. 3-4, pp. 407–438, 2006.
[11]J. N. Sheth, “Impact of emerging markets on marketing: Rethinking existing perspectives and practices,” Journal of marketing, vol. 75, no. 4, pp. 166–182, 2011.
[12]A. Palmer, Introduction to marketing: theory and practice. Oxford University Press, 2012.
[13]C. Gronroos, “From marketing mix to relationship marketing: towards a paradigm shift in marketing,” Asia-Australia Marketing Journal, vol. 2, no. 1, pp. 9–29, 1994.
[14]N. E. Coviello, R. J. Brodie, and H. J. Munro, “An investigation of marketing practice by firm size,” Journal of business venturing, vol. 15, no. 5-6, pp. 523– 545, 2000.
[15]J. Anderson and N. Billou, “Serving the world’s poor: innovation at the base of the economic pyramid,” Journal of Business Strategy, 2007.
[16]W. G. Nickels and M. A. Jolson, “Packaging-5th p in marketing mix,” SAM Advanced Management Journal, vol. 41, no. 1, pp. 13–21, 1976.
[17]B. Rundh, “Packaging design: creating competitive advantage with product packaging,” British Food Journal, 2009.
[18]M. Gómez, D. Martín-Consuegra, and A. Molina, “The importance of packaging in purchase and usage behaviour,” International journal of Consumer studies, vol. 39, no. 3, pp. 203–211, 2015.
[19]J. Clement, “Visual influence on in-store buying decisions: an eye-track ex- periment on the visual influence of packaging design,” Journal of marketing management, vol. 23, no. 9-10, pp. 917–928, 2007.
[20]T. Thabit and M. Raewf, “The evaluation of marketing mix elements: A case study,” International Journal of Social Sciences & Educational Studies, vol. 4, no. 4, 2018.
[21]G. R. Shinde, A. B. Kalamkar, P. N. Mahalle, N. Dey, J. Chaki, and A. E. Has- sanien, “Forecasting models for coronavirus disease (covid-19): a survey of the state-of-the-art,” SN Computer Science, vol. 1, no. 4, pp. 1–15, 2020.
[22]Ò. Jordà, S. R. Singh, and A. M. Taylor, “Longer-run economic consequences of pandemics?” The Review of Economics and Statistics, pp. 1–29, 2020.
[23]S. Funk, E. Gilad, C. Watkins, and V. A. Jansen, “The spread of awareness and its impact on epidemic outbreaks,” Proceedings of the National Academy of Sciences, vol. 106, no. 16, pp. 6872–6877, 2009.
[24]D. Panda, D. Das Chakladar, and T. Dasgupta, “Multimodal system for emotion recognition using eeg and customer review,” in Proceedings of the Global AI Congress 2019. Springer,Singapore, 2020, pp. 399–410.
[25]D. Panda, D. D. Chakladar, and T. Dasgupta, “Prediction of consumer prefer- ence for the bottom of the pyramid using eeg-based deep model,” International Journal of Computational Science and Engineering, vol. 24, no. 5, pp. 439–449, 2021.
[26]T. Chikweche and R. Fletcher, “Revisiting the marketing mix at the bottom of pyramid (bop): from theoretical considerations to practical realities,” Journal of Consumer Marketing, 2012.
[27]S. Purohit, J. Paul, and R. Mishra, “Rethinking the bottom of the pyramid: Towards a new marketing mix,” Journal of Retailing and Consumer Services, vol. 58, p. 102275, 2021.
[28]J. Ablett, A. Baijal, E. Beinhocker, A. Bose, D. Farrell, U. Gersch, E. Green- berg, S. Gupta, and S. Gupta, “The ‘bird of gold’: The rise of india’s consumer market,” McKinsey Global Institute, vol. 79, 2007.
[29]V. R. Wood, D. A. Pitta, and F. J. Franzak, “Successful marketing by multi- national firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing,” Journal of Consumer Market- ing, 2008.
[30]C. K. Prahalad and A. Hammond, “Serving the world’s poor, profitably,” Har- vard business review, vol. 80, no. 9, pp. 48–59, 2002.
[31]L. M. Irelan and A. Besner, “Low income outlook on life,” Low income lifestyles, pp. 1–8, 1966.
[32]A. V. Banerjee and E. Duflo, “The economic lives of the poor,” Journal of eco- nomic perspectives, vol. 21, no. 1, pp. 141–168, 2007.
[33]E. F. Luttmer, “Neighbors as negatives: Relative earnings and well-being,” The Quarterly journal of economics, vol. 120, no. 3, pp. 963–1002, 2005.
[34]A. Karnani, “Misfortune at the bottom of the pyramid.” Greener Management International, no. 51, 2006.
[35]A. K. Jaiswal, “The fortune at the bottom or the middle of the pyramid?” In- novations: Technology, Governance, Globalization, vol. 3, no. 1, pp. 85–100, 2008.
[36]C. L. Goi, “A review of marketing mix: 4ps or more,” International journal of marketing studies, vol. 1, no. 1, pp. 2–15, 2009.
[37]N. K. Linh and N. T. Ha, “Consumer attitude towards marketing practices in viet- namese smartphone market,” VNU Journal of Science: Economics and Business, vol. 32, no. 2, 2016.
[38]S. Hollensen, Global marketing: A decision-oriented approach. Pearson edu- cation, 2007.
[39]C. K. Kwon et al., “A study of the relationship between marketing mix and cus- tomer retention for herbal coffee in malaysia,” in 2nd international conference on business and economic research (2nd ICBER 2011) Proceeding, no. 2011-279. Conference Master Resources, 2011.
[40]J. W. Culliton et al., “Management of marketing costs,” 1948.
[41]N. H. Borden, “The concept of the marketing mix,” Journal of advertising re- search, vol. 4, no. 2, pp. 2–7, 1964.
[42]W. D. Perreault and E. J. McCarthy, Basic marketing: A managerial approach. Irwin, 1990.
[43]B. A. Othman, A. Harun, N. M. De Almeida, and Z. M. Sadq, “The effects on customer satisfaction and customer loyalty by integrating marketing communi- cation and after sale service into the traditional marketing mix model of umrah travel services in malaysia,” Journal of islamic marketing, 2020.
[44]J. Paul and E. Mas, “Toward a 7-p framework for international marketing,” Jour- nal of Strategic Marketing, vol. 28, no. 8, pp. 681–701, 2020.
[45]J. N. Sheth, A. Parvatiyar, and M. Sinha, “The conceptual foundations of rela- tionship marketing: Review and synthesis,” Economic Sociology, vol. 16, no. 2, p. 19, 2015.
[46]J. R. Evans and B. Berman, Marketing, 9e: Marketing in the 21st century. Atomic Dog Publishing, 2005.
[47]J. G. C. Pilditch, The Silent Salesman. How to Develop Packaging that Sells.[With Plates.]. Business Publications, 1961.
[48]M. Etzel, B. Walker, and W. J. Stanton, “Fundamentals of marketing manage- ment,” 2005.
[49]V. Sagar and S. Kumar, “Packaging requirements for raw & processed foods,”Beverage & Food World, vol. 32, pp. 24–28, 2005.
[50]P. Kotler, Marketing management: A south Asian perspective. Pearson Educa- tion India, 2009.
[51]V. C. Judd, “Differentiate with the 5th p: People,” Industrial Marketing Man- agement, vol. 16, no. 4, pp. 241–247, 1987.
[52]D. Kaufmann, A. Kraay, and M. Mastruzzi, “Governance matters vii: Aggregate and individual governance indicators, 1996-2007,” World Bank policy research working paper, no. 4654, 2008.
[53]N. V. Loayza, R. Ranciere, L. Servén, and J. Ventura, “Macroeconomic volatil- ity and welfare in developing countries: An introduction,” The World Bank Eco- nomic Review, vol. 21, no. 3, pp. 343–357, 2007.
[54]K. Davidson, “Ethical concerns at the bottom of the pyramid: Where csr meets bop.” Journal of International Business Ethics, vol. 2, no. 1, 2009.
[55]E. Byron, “P&g’s global target: Shelves of tiny stores,” The Wall Street Journal, no. July 16, p. A1, 2007.
[56]K. Baishya and H. V. Samalia, “Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid,” International Journal of Information Management, vol. 51, p. 102036, 2020.
[57]T. Chikweche and R. Fletcher, ““rise of the middle of the pyramid in africa”: theoretical and practical realities for understanding middle class consumer pur- chase decision making,” Journal of Consumer Marketing, 2014.
[58]B. Carvalho, S. Peralta, and J. Pereira dos Santos, “What and how did people buy during the great lockdown?” 2020.
[59]S. R. Baker, R. A. Farrokhnia, S. Meyer, M. Pagel, and C. Yannelis, “How does household spending respond to an epidemic? consumption during the 2020 covid-19 pandemic,” The Review of Asset Pricing Studies, vol. 10, no. 4, pp. 834–862, 2020.
[60]WEF, consumer These charts show spending around how the COVID-19 world, has changed (accessed on July 2, 2021), https://www.weforum.org/agenda/2020/05/coronavirus-covid19-consumers-shopping-goods-economics-industry/.
[61]E. Romeo-Arroyo, M. Mora, and L. Vázquez-Araújo, “Consumer behavior in confinement times: Food choice and cooking attitudes in spain,” International Journal of Gastronomy and Food Science, vol. 21, p. 100226, 2020.
[62]McKinseyCompany, What got us here won’t get us there: A new model for the consumer goods industry, (accessed on July 2, 2021), https://www.weforum.org/agenda/2020/05/ coronavirus-covid19-consumers-shopping-goods-economics-industry/.
[63]A. Orîndaru, M.-F. Popescu, -C. C a˘escu, F. Botezatu, M. S. Florescu, and C.-C. Runceanu-Albu, “Leveraging covid-19 outbreak for shaping a more sustainable consumer behavior,” Sustainability, vol. 13, no. 11, p. 5762, 2021.
[64]W. B. C.-. H. Bulletin", WEST BENGAL COVID-19 HEALTH BULLETIN-10th June,2021, 2021, https://www.wbhealth.gov.in/uploaded_files/corona/ WB_DHFW_Bulletin_10th_JUNE_REPORT_FINAL1.pdf.
[65]R. W. Brislin, “Back-translation for cross-cultural research,” Journal of cross- cultural psychology, vol. 1, no. 3, pp. 185–216, 1970.
[66]P. Kashyap, Rural Marketing, 3/e. Pearson Education India, 2016.
[67]M. K. Mathur, R. Mehta, S. Swami, and S. Bhatnagar, “Exploring the urban bop market,” in Bottom of the pyramid marketing: Making, shaping and developing BOP markets. Emerald Publishing Limited, 2018.
[68]I. Etikan, S. A. Musa, and R. S. Alkassim, “Comparison of convenience sam- pling and purposive sampling,” American journal of theoretical and applied statistics, vol. 5, no. 1, pp. 1–4, 2016.
[69]N. Cohen and T. Arieli, “Field research in conflict environments: Methodolog- ical challenges and snowball sampling,” Journal of Peace Research, vol. 48, no. 4, pp. 423–435, 2011.
[70]I. H. Witten, E. Frank, M. A. Hall, and C. J. Pal, “Practical machine learning tools and techniques,” Morgan Kaufmann, p. 578, 2005.
[71]R. S. Parpinelli, H. S. Lopes, and A. A. Freitas, “Data mining with an ant colony optimization algorithm,” IEEE transactions on evolutionary computation, vol. 6, no. 4, pp. 321–332, 2002.
[72]H. Hammami, S. Y. Turki, and S. Faiz, “Classification and projection of spatial association rules,” in 2012 6th International Conference on Sciences of Elec- tronics, Technologies of Information and Telecommunications (SETIT). IEEE, 2012, pp. 982–986.
[73]W.-Y. Lin, M.-C. Tseng, and J.-H. Su, “A confidence-lift support specification for interesting associations mining,” in Pacific-Asia Conference on Knowledge Discovery and Data Mining. Springer, 2002, pp. 148–158.
[74]R. Agrawal, H. Mannila, R. Srikant, H. Toivonen, A. I. Verkamo et al., “Fast dis- covery of association rules.” Advances in knowledge discovery and data mining, vol. 12, no. 1, pp. 307–328, 1996.
[75]R. Sumithra and S. Paul, “Using distributed apriori association rule and classical apriori mining algorithms for grid based knowledge discovery,” in 2010 Second International conference on Computing, Communication and Networking Tech- nologies. IEEE, 2010, pp. 1–5.
[76]J. Du, X. Zhang, H. Zhang, and L. Chen, “Research and improvement of apriori algorithm,” in 2016 Sixth International Conference on Information Science and Technology (ICIST). IEEE, 2016, pp. 117–121.
[77]S. Rao and P. Gupta, “Implementing improved algorithm over apriori data min- ing association rule algorithm 1,” 2012.
[78]J. Han, J. Pei, and M. Kamber, Data mining: concepts and techniques. Elsevier, 2011.
[79]S. Sidhu, U. K. Meena, A. Nawani, H. Gupta, and N. Thakur, “Fp growth algo- rithm implementation,” International Journal of Computer Applications, vol. 93, no. 8, 2014.
[80]Y. Qiu, Y.-J. Lan, and Q.-S. Xie, “An improved algorithm of mining from fp- tree,” in Proceedings of 2004 International Conference on Machine Learning and Cybernetics (IEEE Cat. No. 04EX826), vol. 3. IEEE, 2004, pp. 1665– 1670.
[81]M.-H. Nadimi-Shahraki, N. Mustapha, M. N. B. Sulaiman, and A. B. Mamat, “Efficient candidacy reduction for frequent pattern mining,” International Jour- nal of Computer Science and Information Security, vol. 6, no. 3, 2009.
[82]C. Tang, C. X. Ling, X. Zhou, N. Cercone, and X. Li, Advanced Data Mining and Applications: 4th International Conference, ADMA 2008, Chengdu, China, October 8-10, 2008, Proceedings. Springer, 2008, vol. 5139.
[83]D. Panda, S. Masani, and T. Dasgupta, “Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? evidence from west bengal, india,” Asia Pacific Management Review, 2021.
[84]D. Panda, S. Mukhopadhyay, R. Saha, and P. K. Panigrahi, “Attitude of bot- tom of the pyramid consumers towards packaging-influenced purchase decision: An opinion mining-based approach,” Journal of Packaging Technology and Re- search, pp. 1–14, 2021.
[85]D. Panda and T. Dasgupta, “Do celebrities influence urban and rural bottom of the pyramid consumers?-a comparative study-based approach.(in press),” Inter- national Journal of Management Practice, 2021.
[86]S. H. Ripon, S. Kamal, S. Hossain, and N. Dey, “Theoretical analysis of differ- ent classifiers under reduction rough data set: a brief proposal,” International Journal of Rough Sets and Data Analysis (IJRSDA), vol. 3, no. 3, pp. 1–20, 2016.
[87]P. Cerda, G. Varoquaux, and B. Kégl, “Similarity encoding for learning with dirty categorical variables,” Machine Learning, vol. 107, no. 8, pp. 1477–1494, 2018.
[88]D. Karaboga and E. Kaya, “Adaptive network based fuzzy inference system (an- fis) training approaches: a comprehensive survey,” Artificial Intelligence Review, vol. 52, no. 4, pp. 2263–2293, 2019.
[89]C. C. Aggarwal, Data mining: the textbook. Springer, 2015.
[90]F. G. Lobo, D. E. Goldberg, and M. Pelikan, “Time complexity of genetic al- gorithms on exponentially scaled problems,” in Proceedings of the 2nd Annual Conference on Genetic and Evolutionary Computation, 2000, pp. 151–158.
[91]M. Viswanathan, J. A. Rosa, and J. A. Ruth, “Exchanges in marketing systems: the case of subsistence consumer–merchants in chennai, india,” Journal of mar- keting, vol. 74, no. 3, pp. 1–17, 2010.
[92]S. Gupta and C. Sesa, “The nature of family decision making at the bottom of the pyramid (bop): Social and managerial implications,” in Innovations in Social Marketing and Public Health Communication. Springer, Cham, 2015, pp. 335–348.
[93]M. Woolcock and D. Narayan, “Social capital: Implications for development theory, research, and policy,” The world bank research observer, vol. 15, no. 2, pp. 225–249, 2000.
[94]M. Porter and M. Kramer, “Creating shared value,” vol. 89, no. 1/2, pp. 62–77, 2011.
[95]D. Panda, D. Das Chakladar, and T. Dasgupta, “Assessment of income group based on features causing decision paralysis.” International Journal of Business Information Systems, 2020. [Online]. Available: http://dx.doi.org/10.1504/ IJBIS.2020.10036757
[96]D. G. Mick, S. Pettigrew, C. C. Pechmann, and J. L. Ozanne, Transformative consumer research for personal and collective well-being. Routledge, 2012.
[97]T. C. O’guinn and R. J. Faber, “Compulsive buying: A phenomenological ex- ploration,” Journal of consumer research, vol. 16, no. 2, pp. 147–157, 1989.
[98]R. Elliott, “Addictive consumption: Function and fragmentation in postmoder- nity,” Journal of consumer policy, vol. 17, no. 2, pp. 159–179, 1994.
[99]L. Scott, J. D. Williams, S. M. Baker, J. Brace-Govan, H. Downey, A.-M. Hak- stian, G. R. Henderson, P. S. Loroz, and D. Webb, “Beyond poverty: Social justice in a global marketplace,” Journal of Public Policy & Marketing, vol. 30, no. 1, pp. 39–46, 2011.
[100]C. P. Blocker, J. Ruth, S. Sridharan, C. Beckwith, A. Ekici, M. Goudie-Hutton, J. A. Rosa, B. Saatcioglu, D. Talukdar, C. A. Trujillo et al., “Applying a transfor- mative consumer research lens to understanding and alleviating poverty,” Jour- nal of Research for Consumers, no. 19, 2011.
[101]K. Johnson and X. Nhon, “Selling to the poor,” accessed March, vol. 10, p. 2007, 2005.
[102]Y. Sharma and R. Nasreen, “Perceived consumer-centric marketing-mix at the urban bottom of the pyramid-an empirical study of food market,” Journal of Research in Business and Management. Quest Journal, vol. 5, no. 4, pp. 94– 107, 2017.
[103]K. F. Yuen, X. Wang, F. Ma, and K. X. Li, “The psychological causes of panic buying following a health crisis,” International journal of environmental re- search and public health, vol. 17, no. 10, p. 3513, 2020.
[104]S. Nwankwo, “Assessing the marketing environment in sub-saharan africa: op- portunities and threats analysis,” Marketing intelligence & planning, 2000.
[105]S. Johnson, J. D. Ostry, and A. Subramanian, “Prospects for sustained growth in africa: Benchmarking the constraints,” IMF Staff Papers, vol. 57, no. 1, pp. 119–171, 2010.
[106]B. Eifert, A. Gelb, and V. Ramachandran, “Business environment and compara- tive advantage in africa: Evidence from the investment climate data,” The World Bank, 2005.
[107]M. Fay and M. Morrison, “Infrastructure in latin america and the caribbean: recent developments and key challenges,” 2007.