From individual to household decision‐making: A practical perspective on the base of the pyramid consumer

IF 4.4 3区 管理学 Q2 BUSINESS
James Lappeman, Nqobile Bundwini, Tendai Chikweche
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Abstract

This paper proposes a new household decision‐making model for base of pyramid (BoP) consumers. Many decision‐making models focus on general consumer behaviour theory, with few focusing on the resource constraints experienced at the BoP. By focusing on the dynamics of household decisions, the data collected bring a unique perspective to BoP consumer behaviour and extend recent work in the BoP domain. The study comprised qualitative interviews with 61 household representatives (representing 233 household members) to explore decision‐making, loyalty, budgeting, shopping and category trade‐offs. The study proposes a household‐focused decision‐making framework, which is far more characteristic of BoP consumer behaviour (as opposed to isolated individual decisions). The proposed framework reveals the impact of situations and financial constraints on BoP household decision‐making and how most households operate in both the formal and informal economy. Family obligation was observed to be a key factor, as well as how functional illiteracy drives brand loyalty but also creates embarrassment. Word of mouth trumps all other sources of information and, due to household complexities, there is significant decision‐maker ambiguity, making it hard to define a target audience with a communication strategy. Brands are important, but fundamental value is still key and there is inexorable monthly variation in finances, making category trade‐offs commonplace.
从个人决策到家庭决策:金字塔底层消费者的实用视角
本文针对金字塔底层(BoP)消费者提出了一种新的家庭决策模型。许多决策模型都侧重于一般消费者行为理论,很少有模型关注金字塔底层消费者所经历的资源限制。通过关注家庭决策的动态变化,所收集的数据为金字塔底层消费者的行为提供了一个独特的视角,并扩展了金字塔底层领域的最新研究成果。研究包括对 61 个家庭代表(代表 233 个家庭成员)的定性访谈,以探讨决策、忠诚度、预算、购物和类别权衡等问题。研究提出了一个以家庭为中心的决策框架,该框架更能体现 BoP 消费行为的特点(而不是孤立的个人决策)。建议的框架揭示了情况和财务限制对贫困人口家庭决策的影响,以及大多数家庭在正规和非正规经济中的运作方式。据观察,家庭义务是一个关键因素,功能性文盲如何推动品牌忠诚度,但也造成尴尬。口碑胜过所有其他信息来源,由于家庭的复杂性,决策者非常模糊,因此很难通过传播战略确定目标受众。品牌固然重要,但基本价值仍是关键,而且每月的财务状况都会发生不可避免的变化,因此在品类之间进行权衡也是司空见惯的事情。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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