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 Supervisor
Advisor Name Title Mr G Price Supervisor Keywords
- bottom of the pyramid
- general attitude
- the poor
Date 2012-03-08 Availability unrestricted AbstractInvestment 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.
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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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