Browsing by Author "Gupta, Shruti"
Now showing items 1-1 of 1
-
The influence of marketing on consumption behavior at the bottom of the pyramid
Jaiswal, Anand Kumar; Gupta, Shruti (Emerald Group Publishing Limited, 2015)Purpose – This paper aims to explore the nature and degree to which marketing affects consumption behavior of bottom of the pyramid (BOP) population. The objective of the study is to examine, identify and explain aspects ...