| dc.description.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. | |
