Document Type	Master's Dissertation
Author	Nel, Daniel Louis
URN	etd-07292012-140023
Document Title	Managers’ 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	bop bottom of the pyramid general attitude the poor managers
Date	2012-03-08
Availability	unrestricted
Abstract Investment in low income markets is increasing so too is a sense of controversy regarding poor markets. With BOP investment becoming many a firms’ strategy towards achieving growth, it is not clear to what extent managers’ 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, Managers’ 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/ > F/12/4/746/zw
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