Decision making process for bottom of the pyramid consumers: a case of FMCG products

Abstract

The purpose of this paper is to examine the nature of family purchase decision making at the Bottom of the Pyramid (BOP) using a study of BOP consumers in India. The primary objective is to identify the purchase approach of BOP consumers for Fast Moving Consumer Good (FMCG) products depending on the role of each family member and the types of roles assumed by different family members, given the constraints they face in the dynamic environment that characterizes the BOP. The paper qualitatively investigates the family decision making or FMCG products based on the model prosed by Engel et al., 1973 and also includes the children's influence and participation at specific stages of the decision making process. Moreover the unique point of differentiation of the research is the comparative study between the people living in rural and urban areas of Jammu, J&K (India). Although the results highlight the dominance of the husband in the purchase of products in BOP markets in India, the role of the wife and children are also very well emphasized in the findings.