No abstract

Purpose -It is estimated that the poorest of the world, termed as being economically at the bottom of the pyramid (BoP), have a purchasing power of $5 trillion. This paper aims to study what and why they consume, and how firms can best address those needs, an area that is relatively new. Design/methodology/approach -The authors categorize the products and services people at the bottom of the pyramid consume with specific examples of both products and companies in Asia, Africa, and Latin America, and look at the theoretical frameworks that could explain those consumption patterns. Findings -The authors find that despite income and resource constraints, BoP consumers are sophisticated and creative. They are motivated not just by survival and physiological needs but seek to fulfill higher order needs either to build social capital, for cultural reasons or as a compensatory mechanism. They also find that when firms offer products that also fulfill these higher order needs, especially through linkages to education and job offerings, there is a greater chance of their success.Research limitations/implications -The evidence is based on inference from examples in literature and related research on developmental economics. Empirical research to uncover motivations and their linkages to product success in different BoP markets would help to better understand sustainable approaches to BoP marketing. Practical implications -BoP markets offer profitable opportunities. A lot can be learnt from both local and multinational companies successfully operating there. Firms should go beyond the mentality of merely removing features or services to make them cheaper. The lesson here is relevance, adaptability and tailoring products to suit specific BOP needs in an efficient manner. Also, enabling BoP education and providing marketplace services make for more sustainable approaches. Originality/value -The study adds to BoP literature by examining consumption of this segment in an integrated manner: across various categories and linking it to motivation theories. This broad perspective would be useful not only for potential BoP marketers, but also for government and aid agencies.

This exploratory study investigates whether product type, utilitarian versus hedonic, affects consumers' likelihood of choosing a brand linked to a cause. The sample consists of 128 young Chinese Singaporeans. Unlike prior research done in Western countries, the respondents in this study were more likely to buy cause‐linked brands for practical than for hedonic products. They were also more likely to pay a price premium for cause‐linked practical products. This difference is attributed to the Confucian values that are espoused by the Chinese. Additionally, finds that specifying the amount donated to the cause increases the likelihood of purchasing cause‐linked brands that are priced at 10 to 25 percent premiums over comparable alternatives. Discusses implications for marketers and future research directions.

This study examines the perceptions and attitudes of Singaporean residents who attended the first public lecture on genetically modified (GM) food in the country. Scales were developed for the underlying consumer concerns, and their relationship with one another and with demographic variables were examined. Slightly more than half of those who attended the talk (n= 417) indicated that they were worried about GM foods and 86 percent agreed or strongly agreed that GM foods should be labeled. Issues relating to health, ethics, and perceived benefits were the major underlying concerns. These were related to several demographic variables and also to perceived knowledge about biotechnology. Women were more concerned about the ethical and health aspects compared to men. Those with post‐graduate education were the least concerned about health and ethical issues and more likely to buy GM foods if consumer benefits are shown. Married respondents were less concerned about health issues compared to single ones. Also, those with children under fifteen years of age were less concerned about health issues compared to others and more likely to buy GM foods if consumer benefits are shown. Respondents subscribing to the Hindu religion were more likely than others to buy GM foods If benefits are shown. Also, those who considered themselves vegetarians were more concerned about the ethical aspects of GM foods compared to others.