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Journal of International Consumer Marketing Volume 26, 2014 - Issue 1
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Original Articles

Consumer Evaluation of Target Marketing to the Bottom of the Pyramid

Shruti Gupta Marketing in the Division of Social Sciences, Pennsylvania State University–Abington, Abington, Pennsylvania, USA
&
Julie Pirsch Marketing in the Villanova School of Business, Villanova University, Villanova, Pennsylvania, USA
Pages 58-74 | Published online: 18 Dec 2013

Citations (21)

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Subhojit Sengupta, Srabanti Mukherjee, Biplab Dattab & Abhinav Srivastava. (2023) Winning BOP consumers’ vote using effective political marketing communications within their social networks. Journal of Marketing Communications 29:8, pages 882-907.
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Nikhita Tuli, Harish Kumar, Ritu Srivastava & Parul Gupta. (2023) Demystifying the Engagement Process: A BoP Perspective Toward Social Media Engagement. Journal of International Consumer Marketing 0:0, pages 1-18.
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Subhojit Sengupta, Srabanti Mukherjee & Charles Jebarajakirthy. (2023) Voting Decision-Making at the Bottom of the Pyramid- A Phenomenological Approach. Journal of Political Marketing 22:1, pages 34-66.
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Abhinav Srivastava, Dr. Srabanti Mukherjee & Charles Jebarajakirthy. (2023) Triggers of aspirational consumption at the base of the Pyramid: a qualitative inquiry from Indian context. Journal of Strategic Marketing 31:1, pages 154-184.
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Robert Kwame Dzogbenuku, George Kofi Amoako, Desmond K Kumi & Gifty Agyeiwaa Bonsu. (2022) Digital Payments and Financial Wellbeing of the Rural Poor: The Moderating Role of Age and Gender. Journal of International Consumer Marketing 34:2, pages 113-136.
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Arilova A. Randrianasolo. (2018) Organizational Legitimacy, Corporate Social Responsibility, and Bottom of the Pyramid Consumers. Journal of International Consumer Marketing 30:3, pages 206-218.
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Shruti Gupta & Julie Pirsch. (2015) The BOP consumer's ethical evaluation of target marketing. Journal of Global Scholars of Marketing Science 25:4, pages 358-378.
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Articles from other publishers (14)

Prachi Gala, Rahul Chauhan, Robert King & Scott Vitell. (2023) Investigating consumer ethical beliefs: role of moral philosophies and personality traits. Journal of Consumer Marketing 40:6, pages 685-701.
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K. Uttam & T. Rahul. (2023) Consumer behavior from the lens of Bottom of the Pyramid: literature review and future agenda. Management Review Quarterly.
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Abhinav Srivastava, Srabanti Mukherjee, Biplab Datta & Amit Shankar. (2023) Impact of perceived value on the online purchase intention of base of the pyramid consumers. International Journal of Consumer Studies 47:4, pages 1291-1314.
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Nurul Shahnaz Mahdzan, Mohamad Fazli Sabri, Abdul Rahim Husniyah, Amirah Shazana Magli & Nazreen Tabassum Chowdhury. (2022) Digital financial services usage and subjective financial well-being: evidence from low-income households in Malaysia. International Journal of Bank Marketing 41:2, pages 395-427.
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João M. S. Carvalho, Sónia Nogueira & Nayra Martins. (2023) Inclusivity and corporate social responsibility in marketing. Innovative Marketing 19:1, pages 1-12.
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Srabanti Mukherjee, Abhinav Srivastava, Biplab Datta & Subhojit Sengupta. (2022) Impact of political marketing strategies on the BOP voters in India. Marketing Intelligence & Planning 40:8, pages 994-1009.
Crossref
Devinder P. Singh, Justin Paul & Pooja Sharma. (2021) Segmenting the Bottom of the Pyramid Consumers: Theoretical Approach. International Journal of Market Research 64:3, pages 397-419.
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Krzysztof Dembek, Nagaraj Sivasubramaniam & Danielle A. Chmielewski. (2019) A Systematic Review of the Bottom/Base of the Pyramid Literature: Cumulative Evidence and Future Directions. Journal of Business Ethics 165:3, pages 365-382.
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Keerthan Raj & P. S. Aithal. (2018) Literature Review of Impact of Branding on Base of the Pyramid Markets with Special Reference to India. International Journal of Applied Engineering and Management Letters, pages 43-63.
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Eric D. OlsonHeejung Ro. (2023) Richmond, Virginia is Out: A DMO Case Study of LGBT Marketing. Journal of Hospitality & Tourism Cases 6:1, pages 9-23.
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Natalia N. Kataeva, Irina V. Marakulina, Marina A. Sanovich, Anastasia A. Sozinova & Natalia Vasilyuk. 2017. Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management. Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management 491 496 .
Jie Meng, Roger Layton & Yimin Huang. (2016) Why do some consumers shop in this pharmacy? A cross-check of vulnerable characteristics and store types. Journal of Retailing and Consumer Services 30, pages 116-130.
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Dureen Jayaram, Ajay K. Manrai & Lalita A. Manrai. (2015) Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of Economics, Finance and Administrative Science 20:39, pages 118-132.
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Jeremy Hall. (2014) Innovation and entrepreneurial dynamics in the Base of the Pyramid. Technovation 34:5-6, pages 265-269.
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