Beyond the pyramid: exploring consumer preferences in low-income markets

Purpose The purpose of this study is to identify and rank the factors influencing bottom of the pyramid (BOP) consumers’ purchasing decisions. Prioritizing these factors will enable an effective understanding of the world’s largest, unaddressed market. Design/methodology/approach The study was conducted in two phases. First, a systematic literature review was conducted to identify the factors influencing consumer decisions. The best worst method, a multi-criteria decision-making approach, was used to prioritize and rank these factors. Findings Personal and product-related factors significantly influenced customers’ decision-making compared to socio-cultural and regulatory factors. The results reveal that the factors with the most significant influence are ease of use, affordability and features of the product, along with consumer health. Originality/value Study extends the theoretical understanding of the intersection of consumption markets and poverty by empirically examining the factors influencing BOP consumer decision-making. The insights gained from this study are of considerable value to organizations and regulators, as they highlight the key characteristics that contribute to effective consumer service in the BOP segment.