Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First?

Volume: 40, Issue: 1, Pages: 31 - 50
Published: Aug 20, 2019
Abstract
While consumer and marketing research in developed markets is an established field, research on consumers in an Bottom of the Pyramid (BoP) setting is less established and mostly conceptual or qualitative. This paper examines the individual heterogeneity and the local context of BoP consumers with an empirical study on consumption of low cost bottled water on the Kenyan coast and the capitals of Uganda and Rwanda. The empirical analysis builds...
Paper Details
Title
Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First?
Published Date
Aug 20, 2019
Volume
40
Issue
1
Pages
31 - 50
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