Designing brand names for bop segment in India

Abstract

The fortune associated at the bottom of the pyramid (BOP) is a primary motive for MNCs striving to expand into rural India. In order to attract and retain these consumers, it is of utmost importance to comprehend their psyche, attitudes and expectations. Thereafter, a sustainable brand image is to be built, which begins with choosing an appropriate name. Our research attempts to understand the perception of the BOP consumers with regard to Indian and Exotic brand names and how it affects their purchase intentions. Our research also attempts to formulate a hypothesis to understand if MNCs are required to rename their products in order to stay relevant in the BOP market. The study will hold importance for brand marketers attempting to penetrate or establish a presence in the BOP segment.