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Subject: Agricultural Business Management × Author: Amanpreet Singh × Start date: 2010 × Type: Thesis ×
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    Understanding Purchase Behaviour and Analyzing Marketing Mix Strategies: A study of Bottom of the Pyramid (BOP) Consumers
    (Punjab Agricultural University, Ludhiana, 2016) Amanpreet Singh; Kathuria, Lalit Mohan
    The present study was undertaken with the objectives: to investigate purchase behaviour of bottom of the pyramid consumers; to examine the willingness to purchase branded products; to explore the influence of social networks on purchase behaviour; to study marketing mix strategies of companies; and to recommend changes in marketing mix strategies. First three objectives were achieved by collecting primary data through a survey of 600 respondents held across two states of northern India viz. Punjab and Haryana. Findings highlighted that female members in the households play a greater role while taking purchase decisions related to food and FMCG; whereas male members were found to play a major role in purchase decisions related to durable products. The study also provided empirical evidence regarding differences in the purchase behavior of rural and urban consumers towards durable products. For example, perceived behavioral control emerged as the strongest predictor to purchase durable products among urban consumers; whereas subjective norms were found to be the most important predictor of purchase intention among rural consumers. Further, results highlighted attitude as the strongest driver of intention to purchase branded food followed by perceived behavioral control and subjective norms. Factor ‘product appearance, price and brand’ was found to be significant in the prediction of willingness to purchase branded FMCG; whereas three factors ‘familiarity and convenience’; ‘appearance and price’; and ‘quality and brand name’ emerged significant predictors of willingness to purchase branded durable products. The results highlighted trust as the strongest predictor of intention to purchase a product recommended by network members. Fourth objective of the study was achieved by interviewing 50 managers of selected companies. Findings indicated that pricing strategies emerged as the strongest predictor of company’s performance followed by promotion strategies, distribution intensity and product strategies. Based on these findings, the present study also suggested modifications in marketing mix strategies of companies serving BOP consumers.