Research measurement challenges in bottom of pyramid markets

The purpose of this paper is two fold, first to outline and discuss theoretical considerations of measurement challenges that need to be taken into account when researching consumer decision making at the "bottom of the pyramid" (BOP) and second to present a measurement approach to choosing marketing scales for a study on how companies can engage the BOP in Zimbabwe. The point will be made that most of the focus of marketing theory development and testing to date has been based on empirical studies from developed country markets using scales that measure specific phenomena unique to these markets. It is argued that there is need for research to expand coverage to BOP markets in order to improve generalizability of theory. However a different approach will be necessary to measure constructs in BOP markets given the socioeconomic differences and cultural diversity create research methodology and design complexities in undertaking research h into BOP markets. The paper outlines established scale development procedures and in indicating the strengths and weaknesses of each does so in relation to their relevance to BOP markets in the context of the various measurement challenges that researchers are likely to face in BOP markets. From this discussion, three key issues emerge for consideration. These are the unavailability of existing marketing scales for BOP markets, measurement invariance and which scales to use - standard marketing scales developed from studies of western markets or to adapt and modify existing scales for BOP markets or to develop entirely new scales for use in BOP markets. The paper concluded that the best approach is to use Rossiter's scale development procedure to create new scales to use in BOP markets. This is discussed in the context of how companies engage the BOP market in Zimbabwe and scales are developed to illustrate each aspect of Rossiter's procedure when applied to Zimbabwe.