BoPMLPIP: Application of Classification Techniques to Explore the Impact of PIP among BoPs

Abstract

This study tries to gain insight into the effect of demographic and psychological variables on the Bottom of the Pyramid (BoP) consumers for making Packaging Influenced Purchase (PIP) decisions by focusing on two specific consumer behaviour theories - compensatory consumption and consumers’ resistance. Being the product's face, packaging contributes heavily to the above mentioned two streams of consumption behaviour. A collection of ten demographic variables and four psychological variables have been administered on a sample of 1400 BoP consumers to explore their effect behind making PIP of selected FMCG products. Various classification techniques have been deployed to capture the impact of these variables. This experimental research design revealed that both demographic and psychological variables affect the PIP. The comparison between urban and rural BoPs potentially comes with the guidelines for practical marketing implications.