Impact of Marketing-Mix for Core-Food Items on Purchase Behavior at Subsistence Marketplace- An Empirical Study of Urban Subsistence Market of Delhi

Yukti Sharma; Reshma Nasreen; Amit Kumar

Authors

Yukti Sharma
Reshma Nasreen
Amit Kumar

Keywords:

bottom of the pyramid (BOP), BOP advocates, core food items, non-core food items, marketing- mix, urban bop consumer and exploratory factor analysis(E

Abstract

Purpose of Study: The research study defines the list food items consumed at subsistence marketplace and divide it into two major categories- core and non-core food items. thus, the objective of this study is to identify the impact of marketing-mix elements for core-food items on purchase decision by urban bottom of the pyramid (bop) or subsistence consumers. Design/methodology/approach: The research study reviews the existing marketing- mix elements prevalent in western food market (Product, Price, Place, and Promotion), thereby Pretesting, and a pilot survey of the instrument was administered on the respondents. Finally, a survey of six hundred respondents was conducted in six selected high-density slums of Delhi (Capital of India). Then based on the exploratory factor analysis (EFA), existing scales of marketing-mix was refined for the essential food items. A regression model was generated to define the influence of marketing-mix on the purchase behavior of core-food items at the subsistence marketplace. Findings: Key finding emerged from the study suggests that marketing-mix influence BOP purchase behavior of core food items. Research question summary. Contributions: Given the absence of empirical and quantitative studies in BOP segment, this study marks a stepping stone towards obtaining a generalized marketing-mix model for Core - Food item. This research work suggests an integrated model for successful marketing to this market Practical Implications: For managers, this research indicates a set of guidelines for designing marketing-mix for core food items in a consumer-sensitive manner. Social Implications: Recommendations will lead to embracing a long forgotten market in mainstream, economy and improving the standard of their living by providing meaningful choices. Originality Value: This study makes an original contribution towards the revival of existing western marketing-mix based on the subsistence consumer. Paper type: Empirical Research paper Scope: Mar

Downloads

How to Cite

Impact of Marketing-Mix for Core-Food Items on Purchase Behavior at Subsistence Marketplace- An Empirical Study of Urban Subsistence Market of Delhi. (2018). Global Journal of Management and Business Research, 18(E3), 5-19. https://journalofbusiness.org/index.php/GJMBR/article/view/2469

Download Citation

References

Ravi Achrol, Philip Kotler (2016) Marketing's Lost Frontier: The Poor. 1(1).

J Ali, S Kapoor, J Moorthy (2010) Buying behaviour of consumers for food products in an emerging economy. 112(2), 109-124.

J Austin, T Kohn (1990) The Rise and Fall of Strategic PlanningThe Rise and Fall of Strategic Planning By MintzbergHenry, New York, NY: The Free Press, 1994 - 288 pages, hardcover, $29.95. 8(3), 109-111.

A Banerjee, E Duflo (2006) The economic lives of the poor. 21(1), 141-168.

O Barbara, S Lois, V Bobby (1996) A psychographic study of the elderly and retail store attributes. 13(6), 14-27.

F Brassington, S Pettitt (2005) Principles of marketing.

A Crabtree, Evaluating (2007) Institute for New Economic Thinking Working Paper Series.

A Chattopadhyay, J Laborie (2005) Managing brand experience: the market contact audit. 45(1), 9-16.

Arjun Chaudhuri, Mark Ligas (2009) Consequences of Value in Retail Markets. 85(3), 406-419.

T Chikweche, R Fletcher (2008) Undertaking research at the Bottom of the Pyramid -from theoretical considerations to practical realities. 18-21.

T Chikweche, R Fletcher (2010) Understanding factors that in fluence purchases in subsistence markets. 63, 643-650.

T Chikweche, R Fletcher (2012) Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. 29(7), 507-520.

R Cook (1977) Detection of Influential Observation in Linear Regression. 19(1), 15-18.

G D'andrea, E Stengel, A Goebel-Krstelj (2004) Six truths about emerging-market consumers. 34, 2-12.

K Davidson (2009) Ethical concerns at the bottom of the pyramid: Where CSR meets BOP. 2(1), 22-32.

Abhishek Kumar, Nandita Moitra, K Jayachandran (2016) ASSESSMENT OF WATER QUALITY OF RIVER YAMUNA USING POLLUTION INDICES. 10(09), 443-451.

P Dunne, R Lusch, J Carver (2010) Retailing.

Raed Elaydi, Charles Harrison (2010) Strategic motivations and choice in subsistence markets. 63(6), 651-655.

C Grönroos (1994) Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm. 10(5), 347-360.

S Goyal, M Esposito, A Kapoor, M Jaiswal (2014) Understanding Base of the Pyramid Literature -A Thematic, Methodological and Paradigmatic Review. 1-27.

S Gupta (2013) Serving the "Bottom of Pyramid" -A Servant Leadership Perspective. 10(3), 98.

Shruti Gupta, Pratish Srivastav (2016) An exploratory investigation of aspirational consumption at the bottom of the pyramid. 28(1), 2-15.

J Hair, B, W Babin, B Anderson, R Tatham, R (2006) Multivariate data analysis. 6.

Torben Hansen (2005) Perspectives on consumer decision making: an integrated approach. 4(6), 420-437.

R Henson, J Roberts (2006) Use of exploratory factor analysis in published research: Common errors and some comment on improved practice. 66, 393-416.

Ifmr (2011) The Base of Pyramid Distribution Challenge,The-base-of-pyramid-distribution challenge 28.

A Jabir, K Sanjeev, M Janakiraman (2010) Buying behaviour of consumers for food products in an emerging economy. 112(2), 109-124.

A Jaiswal (2007) Fortune at the bottom of the pyramid: An alternate perspective.

A Jaiswal, S Gupta (2015) The influence of marketing on consumption behavior at the bottom of the pyramid. 113-124.

S Johnson, J Ostry, A Subramanian (2007) The Prospects for Sustained Growth in Africa: Benchmarking the Constraints.

P Kotler, Nancy (2009) Up and Out of Poverty: The Social Marketing Solution.

Erdener Kaynak, Ben Issa Hudanah (1987) Operationalising the Relationship between Marketing and Economic Development: Some Insights from Less Developed Countries. 21(1), 48-65.

A Karnani (2007) Misfortune at the bottom of the pyramid. 51, 99-110.

Aneel Karnani (2008) Help, don't romanticize, the poor. 19(2), 48-53.

Aneel Karnani (2009) Romanticizing the Poor Harms the Poor. 7(1), 38-43.

A Karnani (2017) Marketing and Poverty Alleviation: The Perspective of the Poor. 2(1).

K Malhotra, D Birks (2006) Marketing Research:An Applied Approach.

V Mahajan, K Banga (2006) The 86 percent solution: how to succeed in the biggest market opportunity of the next 50 years. 43(07), 43-4130-43-4130.

Masayoshi Maruyama, Le Trung (2007) Supermarkets in Vietnam: Opportunities and Obstacles. 21(1), 19-46.

K Mason, R Chakrabarti, R Singh (2017) Markets and marketing at the bottom of the pyramid. 17(3), 1-10.

A Mulky (2011) Marketing To Bottom of the Pyramid and Subsistence Markets -A Research Agenda. 9.

S Nevin, K Suzan Seren (2010) Evaluation of food purchasing behaviour of consumers from supermarkets. 112(2), 140-150.

J Nunnally (1978) Psychometric theory.

T Nguyen, T Phan, P Vu (2015) The Impact of Marketing Mix Elements on Food Buying Behaviour: A Study of Supermarket Consumers in Vietnam. 10(10), 206-216.

S Nwanko (2000) Assessing the marketing environment in sub‐Saharan Africa: opportunities and threats analysis. 18(3), 144-153.

Nsso (2014) Household Consumption of Various Goods and Services in India 2011-12. 558.

Yue Pan, George Zinkhan (2006) Determinants of retail patronage: A meta-analytical perspective. 82(3), 229-243.

C Prahalad, A Hammond (2002) Serving the World's Poor , Profitably. 80(9), 48-59.

C Prahalad, S Hart (2002) The Fortune at the Bottom of the Pyramid. 26(1), 2-14.

C Prahalad (2004) The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits.

V Rangan, J Quelch, G Herrero, B Barton (2007) Business Solutions for the Global Poor.

M Sehrawet, S Kundu (2007) Buying behaviour of rural and urban consumers in India: the impact of packaging. 31(6), 630-638.

R Sekaran (2010) Research Methods For Business: A Skill Building Approach. 55.

Y Sharma, R Nasreen (2016) Ethics of Serving the Bottom of Pyramid Market -A Study in Context of Indian Food Market. 314.

Y Sharma, R Nasreen (2017) Perceived Consumer-Centric Marketing-Mix at the Urban Bottom of the Pyramid-An empirical study of Food market. 5(4).

Aroha Spinks, Shekar Bose (2002) Factors affecting households' seafood purchasing decisions in Auckland, New Zealand: an empirical analysis. 26(1), 62-70.

L Stern, A El-Ansary (1988) Marketing Channels.

A Karnani (2011) Fighting poverty together-Rethinking strategies for business, governments, and civil society to reduce poverty.

M Viswanathan, S Sridharan, R Ritchie (2008) Marketing in subsistence. 209-231.

Madhu Viswanathan, Srinivas Sridharan, Robin Ritchie (2010) Understanding consumption and entrepreneurship in subsistence marketplaces. 63(6), 570-581.

Kelly Weidner, José Rosa, Madhu Viswanathan (2010) Marketing to subsistence consumers: Lessons from practice. 63(6), 559-569.

M Woolcock, D Narayan (2000) Social capital: implications for development theory, practice and policy. 15(2), 225-249.

Muhammad Yunus (1998) Poverty Alleviation: Is Economics Any Help? Lessons from the Grameen Impact of Marketing-Mix for Core-Food Items on Purchase Behavior at Subsistence Marketplace-An Empirical Study of Urban Subsistence Market of Delhi Bank Experience. 52(1), 47-65.