Title page for ETD etd-07172011-100511


Document Type Master's Dissertation
Author Thupae, Keneilwe
URN etd-07172011-100511
Document Title Exploring negative brand experiences at the Bottom of Pyramid
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Ms N Kleyn Committee Chair
Keywords
  • brand contacts
  • service failure
  • bottom of pyramid
  • brand
  • brand experiences
Date 2011-04-12
Availability unrestricted
Abstract

The purpose of the research study was to build a deeper understanding of negative brand experiences for consumers at the Bottom of the pyramid segment. The research took an approach of looking at a negative brand experience from end to end, by focusing on elements such as brand contacts, triggers and customer response across different experience dimensions.

The literature asserts that for companies to succeed at the Bottom of the Pyramid they need to forego existing assumptions, companies must realise that low income consumers are brand conscious in order to build successful brands. Building successful brands at this market involves offering more than just a functional offering but creating an emotional bond through positive experiences. Such experiences are created each time one is in contact with one of the brand touch-points.

The qualitative study showed that consumers value being treated with respect in addition to the provision of a product or service. It also shows that negative brand experiences can happen at various points for both products and services irrespective of whether a product is regarded as hedonic or utilitarian. The nature of negative word of mouth within this segment needs to be explored further as the study showed that there are other factors that influence one to spread negative word of mouth. The research study also shows that consumers are sensitive to brands that demonstrate not to care or those that break trust as such experiences lead to strong negative emotions.

2010 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Thupae, K 2010, Exploring negative brand experiences at the Bottom of Pyramid, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-07172011-100511/ >

F11/532/ag

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