Title page for ETD etd-07292012-140023

Document Type Master's Dissertation
Author Nel, Daniel Louis
URN etd-07292012-140023
Document Title Managersí less favourable attitude towards bottom of the pyramid (BOP) customers
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr G Price Supervisor
  • bop
  • bottom of the pyramid
  • general attitude
  • the poor
  • managers
Date 2012-03-08
Availability unrestricted
Investment in low income markets is increasing so too is a sense of controversy regarding poor markets. With BOP investment becoming many a firmsí strategy towards achieving growth, it is not clear to what extent managersí attitudes to poor customers differ towards their attitudes towards middle-class customers. It is, however, well described that attitudes to poor people in a social context is negative and in some cases less favourable.

It is postulated that business' mindset may be a barrier towards engaging with BOP markets despite the incentives and benefits that literature puts forward for marketing to the poor. Whether this attitude is negative, neutral, less favourable or similar is not well understood. The findings of this research project, can with a high level of confidence, report that the attitudes of a sample of managers do display a less favourable attitude towards a poor customer than is the case with a similar sample that is exposed to a wealthier customer.

© 2011 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:

Nel, DL 2011, Managersí less favourable attitude towards bottom of the pyramid (BOP) customers, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-07292012-140023/ >


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