Family purchase decision making at the bottom of the pyramid

Purpose – This paper seeks to argue that family purchase decision making at the bottom of the pyramid (BOP) is dynamic, heterogeneous and an evolving process that can be influenced by contextual macro-environmental constraints. Because established perceptions of family purchase decision making are primarily drawn from western markets, this Zimbabwean study aims to provide a contrasting perspective. Design/methodology/approach – Qualitative data collection methods comprising in-depth, one-to-one consumer interviews, focus groups, ethnographic observations and cases studies were used to conduct the research. Findings – Key findings include the identification of changing and multiple family buying models, which are influenced by the constraints consumers face at the BOP, as well as the distinct roles of children, which differ from those common in developed western countries. Research limitations/implications – The sample used for consumer interviews is small and confining the focus to the food and personal hygiene sector may limit generalization of findings to a broader population. Practical implications – The study provides managers with insights on the importance of understanding family purchase decision making at the BOP and the importance of adapting the marketing mix elements such as promotion strategies to suit the challenges faced by these consumers. Social implications – The study provides insights into how firms can improve livelihoods at the BOP by provision of employment and business opportunities through their partnerships with social networks. Originality/value – Research into the BOP is a relatively new area of study in international business. The majority of studies have focused on Latin America and Asia, ignoring the 800 million BOP consumers in Africa. Hence this research expands knowledge in the area by employing empirical mixed research methods to study consumers in their real world setting thereby providing new insights on marketing to the BOP.