文章基本信息

标题：Marketer's Mindset: Key to Develop Bottom of the Pyramid Market
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作者：Kumkum Bharti ; Kumkum Bharti ; Vinay Sharma 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：133
页码：169-179
DOI：10.1016/j.sbspro.2014.04.182
语种：English
出版社：Elsevier
摘要：AbstractIn the current scenario, marketers have a major role to play in the development and bringing advancement at the bottom of the pyramid (BOP) market by spreading awareness about meaningful consumption, need based consumption, preferential and purposeful spending on the utility products & services and promotion of the village based communities in production and production related activities. In this humongous task, change in the mindset of the marketers, policy and decision makers is collectively foreseen to bring out changes in the ideology and perception of the change makers. This paper proposes for an importance of change in mindset of the marketers ready to enter in the emerging markets with the pursuit of developing and serving the market. Exploratory research design is used as the research methodology to an exhaustive study of the available literature on BOP. The factors that may influence the mindset of the marketers have been extracted from the research papers available in the field of sociology, psychology and management and business studies. The paper foresees the emergence of an understanding through the confluence of scholarly work done within and outside the academic researches done on the BOP consumers. The change in the marketer's mindset is one of the significant enabler in influencing the way BOP market is looked upon as and carries the potential of treating BOP market as equally profitable markets. The study will help the researchers and practitioners to develop and investigate a structured form of research for the issue proposed, which may give direction to few strong empirical researches.
关键词：Bottom of the Pyramid;Emerging economies;Market development;Mindset of marketers