Through the pyramid: implications of interconnectedness in Africa

Chipp, Kerry; Carter, M.; Chiba, Manoj Dayal

doi:10.1108/ebr-01-2018-0006

Cited by 4 publications

(4 citation statements)

References 58 publications

(126 reference statements)

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“…Secondly, a theoretical contribution is made using store atmospherics as a lens to understand BOP consumers’ apparel behavioural intentions in Namibia, an under-studied emerging African market. Most research centres on behavioural intentions in African countries, such as South Africa (Chipp et al , 2019, p. 291; Lappeman et al , 2019, p. 317), Ghana (Coffie and Darmoe, 2016, p. 386), Kenya (Mulinge, 2015, p. 26), Tanzania and Nigeria (Euromonitor International, 2021).…”

Section: Theoretical and Managerial Contributionsmentioning

confidence: 99%

“…Therefore, BOP consumers’ interest in a store’s atmosphere is driven by their need to physically experience apparel before purchasing. This means that store atmospherics serve as the basis for studying BOP consumers’ apparel behavioural intentions (Chipp et al , 2019, p. 294; Coffie and Darmoe, 2016, p. 378; Gupta and Tandon, 2018, p. 267).…”

Section: Introductionmentioning

confidence: 99%

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Apparel behavioural intentions of urban bottom-of-the-pyramid consumers: exploring the role of store atmospherics

van Niekerk,

Roberts-Lombard,

Cunningham

2023

EBR

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Purpose This study aims to explore the impact of store atmospherics on urban bottom-of-the-pyramid consumers’ behavioural intentions to purchase apparel in an emerging African market context. This study also considers purchase antecedents to attitude, perceived behavioural control and social norms as determinants of urban bottom-of-the-pyramid consumers’ apparel behavioural intentions. Design/methodology/approach Using non-probability sampling, specifically purposive and interlocking sampling, data collection was secured from 881 economically active Namibian urban bottom-of-the-pyramid respondents through interviewer-administered questionnaires. Covariance-based structural equation modelling assessed the significant relationships among all constructs in the conceptual model. Findings This study found that for favourable apparel behavioural intentions of urban bottom-of-the-pyramid consumers to occur, apparel retailers should emphasise trust, perceived awareness and self-identity through apparel assortment and groupings, easy-to-read visible signage, together with competent, friendly and respectful sales personnel in their store atmospherics. Practical implications The findings of this study may guide apparel retailers in other emerging African markets to develop regional integration, market-based solutions and inclusive economic growth focusing on “non-essential” products, such as apparel, among urban bottom-of-the-pyramid consumers. Originality/value This study expands the intellectual boundaries of urban bottom-of-the-pyramid consumers’ behavioural intentions towards “non-essential” products. The theoretical framework supports the integration of both the stimulus-organism-response model and the theory of planned behaviour into one single model for empirical investigation. Additionally, adopting a novel theoretical framework helped identify the impact of store atmospherics from a bottom-of-the-pyramid perspective in an emerging African market context, such as Namibia.

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Section: Theoretical and Managerial Contributionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Apparel behavioural intentions of urban bottom-of-the-pyramid consumers: exploring the role of store atmospherics

van Niekerk,

Roberts-Lombard,

Cunningham

2023

EBR

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“…Still, living with typical limitations of the low-income populations, there is a low middle-class. This is made up of people who typically came from the poorest strata and transit between the BOP and the different strata of the middle-class (Chipp et al , 2019). The BOP summed up the middle-class search for affordable but qualified products and represent a huge market for local enterprises (Singh and Wagner, 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…The key challenge in providing frugal outcomes is to understand what value is being provided and to whom (Bocken and Short, 2016); that is, which products and services the BOP consumer needs (Khan, 2016; Weyrauch and Herstatt, 2017). These products must not remind consumers of their impoverished condition and scarcity of resources (Chipp et al , 2019) and it is, therefore, imperative that low price can be combined with other attributes such as beauty, usability and robustness.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Germinating seeds in dry soil: examining the process of frugal innovation in micro- and small-enterprises at the base of the pyramid

Borchardt

Jabbour

Belém

et al. 2021

EBR

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Purpose This study aims to examine the process of frugal innovation (FI) in micro- and small-enterprises (MSEs) at the base of the pyramid (BOP) through the analytical lens of business models. Design/methodology/approach A case study was conducted with 30 MSEs from three different industries in a very poor region in Brazil. Findings The findings indicate that, in cases where FI is intense and dynamic, the start of the FI process is based on the reinterpretation of fashion trends and influences from the business ecosystem while the consolidation of FI in MSEs occurs through the reconfiguration of resources. Additionally, this study shows that FI depends on conditions other than the production of frugal products for BOP consumers. Research limitations/implications This study points out that the presence of end-of-life non-BOP raw materials distributed by large distributors in the case of fashion products, along with the interaction between MSEs at the BOP and these distributors, trigger FI and are profitable for both. For non-fashion products with long life cycles, there is no demand for innovation. Originality/value This study addresses the research void present in the literature on FI by presenting the process of FI and the conditions that leverage or stagnate FI in MSEs at the BOP, as well as how business models are shaped by these conditions.

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Unwrapped Voices: Thematic Mapping of Consumer Behavior at the Bottom of the Pyramid

Uttam,

Thangeda

2024

Journal of Poverty

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Through the pyramid: implications of interconnectedness in Africa

Abstract: This is the accepted version of a paper published in European Business Review. This paper has been peer-reviewed but does not include the final publisher proof-corrections or journal pagination.

Cited by 4 publications

References 58 publications

Apparel behavioural intentions of urban bottom-of-the-pyramid consumers: exploring the role of store atmospherics

Apparel behavioural intentions of urban bottom-of-the-pyramid consumers: exploring the role of store atmospherics

Germinating seeds in dry soil: examining the process of frugal innovation in micro- and small-enterprises at the base of the pyramid

Unwrapped Voices: Thematic Mapping of Consumer Behavior at the Bottom of the Pyramid

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