@incollection{, 146906F7C6582EAAC145553A38D94684 , author={{YuktiSharma} and {ReshmaNasreen} and {AmitKumar} and {Hamdard University, New Delhi}}, journal={{Global Journal of Management and Business Research}}, journal={{GJMBR}}2249-45880975-585310.34257/GJMBR, address={Cambridge, United States}, publisher={Global Journals Organisation}183519 } @incollection{b0, , title={{Marketing's Lost Frontier: The Poor. Markets}} , author={{ RAchrol } and { PKotler }} , journal={{Globalization & Development Review}} 1 1 , year={2016} } @incollection{b1, , title={{Buying behaviour of consumers for food products in an emerging economy}} , author={{ JAli } and { SKapoor } and { JMoorthy }} , journal={{British Food Journal}} 112 2 , year={2010} } @book{b2, , title={{Strategic Management in Developing Countries: Case Studies}} , author={{ JAustin } and { TOKohn }} , year={1990} , publisher={The Free Press} , address={New York} } @incollection{b3, , title={{The economic lives of the poor}} , author={{ AVBanerjee } and { EDuflo }} , journal={{The Journal of Economic Perspectives}} 21 1 , year={2006} } @incollection{b4, , title={{A psychographic study of the elderly and retail store attributes}} , author={{ OBarbara } and { SLois } and { VBobby }} , journal={{Journal of Consumer Marketing}} 13 6 , year={1996} } @book{b5, , title={{Principles of marketing}} , author={{ FBrassington } and { SPettitt }} , year={2005} , publisher={Prentice Hall} } @book{b6, , title={{The Bottom of the Pyramid" from a Fundamental Capabilities Perspective}} , author={{ ACrabtree } and { Evaluating }} , year={2007} , note={CBDS Working Paper Series Working Paper} } @incollection{b7, , title={{Managing brand experience: the market contact audit}} , author={{ AChattopadhyay } and { JLaborie }} , journal={{Journal of Advertising Research}} 45 1 , year={2005} } @incollection{b8, , title={{Consequences of Value in Retail Markets}} , author={{ AChaudhuri } and { MLigas }} , journal={{Journal of Retailing}} 85 3 , year={2009} } @incollection{b9, , title={{Undertaking research at the Bottom of the Pyramid -from theoretical considerations to practical realities}} , author={{ TChikweche } and { RFletcher }} , booktitle={{Conference of the Consortium for International Marketing Research (CIMAR)}} Rio de Janeiro, Brazil , year={2008} } @incollection{b10, , title={{Understanding factors that in fluence purchases in subsistence markets}} , author={{ TChikweche } and { RFletcher }} , journal={{Journal of Business Research}} 63 , year={2010} } @incollection{b11, , title={{Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities}} , author={{ TChikweche } and { RFletcher }} , journal={{Journal of Consumer Marketing}} 29 7 , year={2012} } @incollection{b12, , title={{Detection of influential observations in linear regression}} , author={{ RDCook }} , journal={{Technometrics}} 19 , year={1977} } @book{b13, , title={{The Bottom of the Pyramid" from a Fundamental Capabilities Perspective}} , author={{ ACrabtree } and { Evaluating }} , year={2007} , note={CBDS Working Paper Series Working Paper} } @incollection{b14, , title={{Six truths about emerging-market consumers}} , author={{ GD'andrea } and { EAStengel } and { AGoebel-Krstelj }} , journal={{Strategy and Business}} 34 , year={2004} } @incollection{b15, , title={{Ethical concerns at the bottom of the pyramid: Where CSR meets BOP}} , author={{ KDavidson }} , journal={{Journal of International Business Ethics}} 2 1 , year={2009} } @incollection{b16, , title={{Delhi Urban Shelter Improvement Board (DUSIB)}} , journal={{JJ Clusters. Delhi: Govt. Of NCT of Delhi}} , year={2016} , note={Details of 675} } @book{b17, , title={{Cengage Learning}} , author={{ PDunne } and { RLusch } and { JCarver }} , year={2010} , note={Retailing. 7th ed.} } @incollection{b18, , title={{Strategic motivations and choice in subsistence markets}} , author={{ RElyadi } and { CHarrison }} , journal={{Journal of Business Research}} 63 2 , year={2010} } @incollection{b19, , title={{Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm}} , author={{ CGrönroos }} , journal={{Journal of Marketing Management}} 10 5 , year={1994} } @incollection{b20, , title={{Understanding Base of the Pyramid Literature -A Thematic, Methodological and Paradigmatic Review}} , author={{ SGoyal } and { MEsposito } and { AKapoor } and { MJaiswal }} , journal={{International Journal of Business and Globalisation}} , year={2014} } @incollection{b21, , title={{Serving the "Bottom of Pyramid" -A Servant Leadership Perspective}} , author={{ SGupta }} , journal={{Journal of Leadership, Accountability and Ethics}} 10 3 98 , year={2013} } @incollection{b22, , title={{An exploratory investigation of aspirational consumption at the bottom of the pyramid}} , author={{ SGupta } and { PSrivastav }} , journal={{Journal of International Consumer Marketing}} 28 1 , year={2016} } @book{b23, , author={{ JFHair } and { B } and { WCBabin } and { BJAnderson } and { RETatham } and { RL }} , title={{Multivariate data analysis}} , year={2006} } @book{b24, , title={{}} , author={{ HallPearson Prentice }} , address={Upper Saddle River, NJ} } @incollection{b25, , title={{Perspectives on consumer decision-making: an integrated approach}} , author={{ THansen }} , journal={{Journal of Consumer Behaviour}} 4 2 , year={2005} } @incollection{b26, , title={{Use of exploratory factor analysis in published research: Common errors and some comment on improved practice}} , author={{ RKHenson } and { JKRoberts }} , journal={{Educational and Psychological Measurement}} 66 , year={2006} } @book{b27, , title={{The Base of Pyramid Distribution Challenge,The-base-of-pyramid-distribution challenge}} , author={{ Ifmr }} , year={2011} } @incollection{b28, , title={{Buying behaviour of consumers for food products in an emerging economy}} , author={{ AJabir } and { KSanjeev } and { MJanakiraman }} , journal={{British Food Journal}} 112 2 , year={2010} } @book{b29, , title={{Fortune at the bottom of the pyramid: An alternate perspective. Indian Institute of Management}} , author={{ AKJaiswal }} , year={2007} , publisher={Pearson Education} , address={India} } @incollection{b30, , title={{The influence of marketing on consumption behavior at the bottom of the pyramid}} , author={{ AKJaiswal } and { SGupta }} , journal={{Journal of Consumer Marketing}} , year={2015} } @book{b31, , title={{The Prospects for Sustained Growth in Africa: Benchmarking the Constraints (IMF Working Paper 07/52)}} , author={{ SJohnson } and { JOstry } and { ASubramanian }} , year={2007} , publisher={IMF} , address={Washington, DC} } @book{b32, , title={{Up and Out of Poverty: The Social Marketing Solution}} , author={{ PKotler } and { NancyR L }} , year={2009} , publisher={Pearson Education Inc} , address={Upper Saddle River, N. J.} } @book{b33, , title={{}} , author={{ EKaynak } and { BIHudanah }} , year={1987} } @book{b34, , title={{Operationalising the relationship between marketing and economic development: Some insights from less-developed countries. Marketing and Economic Development}} 21 } @incollection{b35, , title={{Misfortune at the bottom of the pyramid}} , author={{ AKarnani }} , journal={{Greener Management Journal}} 51 , year={2007} } @incollection{b36, , title={{Help do not romanticize, the poor}} , author={{ AKarnani }} , journal={{Business Strategy Review}} 19 2 , year={2008} } @incollection{b37, , title={{Romanticizing the poor}} , author={{ AKarnani }} , journal={{Stanford Social Innovation Review}} 7 1 , year={2009} } @book{b38, , title={{Marketing and Poverty Alleviation: The Perspective of the Poor. Markets, Globalization & Development Review}} , author={{ AKarnani }} , year={2017} 2 } @book{b39, , author={{ KNMalhotra } and { DFBirks }} , title={{Marketing Research:An Applied Approach}} , publisher={Prentice Hall} , year={2006} , note={Second ed.} } @book{b40, , title={{The 86% solution: how to succeed in the biggest market opportunity of the 21st century}} , author={{ VMahajan } and { KBanga }} , year={2006} , publisher={Wharton Publishing} , address={New Jersey, USA} } @incollection{b41, , title={{Supermarkets in Vietnam: Opportunities and Obstacles}} , author={{ MMaruyama } and { LVTrung }} , journal={{Asian Economic Journal}} 21 1 , year={2007} } @incollection{b42, , title={{Markets and marketing at the bottom of the pyramid. Marketing Theory}} , author={{ KMason } and { RChakrabarti } and { RSingh }} , journal={{Sage Journals}} 17 3 , year={2017} } @incollection{b43, , title={{Marketing To Bottom of the Pyramid and Subsistence Markets -A Research Agenda}} , author={{ AGMulky }} , journal={{Acta Universitatis Agriculturae ET Silviculturae Mendelianae Brunensis}} 9 , year={2011} } @incollection{b44, , title={{Evaluation of food purchasing behaviour of consumers from supermarkets}} , author={{ SNevin } and { KSuzan Seren }} , journal={{British Food Journal}} 112 2 , year={2010} } @book{b45, , title={{Psychometric theory (2nd Ed.)}} , author={{ JCNunnally }} , year={1978} , publisher={McGraw-Hill} , address={New York} } @incollection{b46, , title={{The Impact of Marketing Mix Elements on Food Buying Behaviour: A Study of Supermarket Consumers in Vietnam}} , author={{ TNNguyen } and { TT HPhan } and { PAVu }} , journal={{International Journal of Business and Management}} 10 10 , year={2015} } @book{b47, , title={{Assessing the marketing environment in Sub-Saharan Africa: opportunities and threats analysis. Marketing Planning and Intelligence}} , author={{ SNwanko }} , year={2000} 18 } @book{b48, , title={{Household Consumption of Various Goods and Services in India 2011-12}} , year={2014} 558 NSSO } @incollection{b49, , title={{Determinants of retail patronage: A meta-analytical perspective}} , author={{ YPan } and { GZinkhan }} , journal={{Journal of Retailing}} 83 3 , year={2006} } @incollection{b50, , title={{Serving the World's Poor , Profitably}} , author={{ CKPrahalad } and { AHammond }} , journal={{Harvard Business Review}} 80 9 , year={2002} } @book{b51, , title={{The Fortune at the Bottom of the Pyramid}} , author={{ CKPrahalad } and { SLHart }} , year={2002} , publisher={Strategy+ Business} 26 } @book{b52, , title={{The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits}} , author={{ CKPrahalad }} , year={2004a} , publisher={Wharton School Publishing Paperbacks} , address={Philadelphia} , note={4th ed.} } @book{b53, , title={{Business Solutions for the Global Poor}} , author={{ VKRangan } and { JAQuelch } and { GHerrero } and { BBarton }} , year={2007} } @incollection{b54, , title={{Buying behaviour of rural and urban consumers in India: the impact of packaging}} , author={{ MSehrawet } and { SCKundu }} , journal={{International Journal of Consumer Studies}} 31 6 , year={2007} } @book{b55, , author={{ RJSekaran }} , title={{Research Methods For Business: A Skill Building Approach}} , publisher={John Wiley & Sons} , year={2010} } @book{b56, , title={{Ethics of Serving the Bottom of Pyramid Market -A Study in Context of Indian Food Market. Marketing to the Bottom of the Pyramid in Emerging Markets}} , author={{ YSharma } and { RNasreen }} , year={2017a. 2016} , publisher={IBAICM} 314 , address={Pakistan} } @incollection{b57, , title={{Perceived Consumer-Centric Marketing-Mix at the Urban Bottom of the Pyramid-An empirical study of Food market}} , author={{ YSharma } and { RNasreen }} , journal={{Journal of Research in Business and Management.Quest Journal}} 5 4 , year={2017b} } @incollection{b58, , title={{Factors affecting households' seafood purchasing decisions in}} , author={{ ASpinks } and { SBose }} , journal={{International Journal of Consumer Studies}} 26 1 , year={2002} , note={: an empirical analysis} } @book{b59, , title={{Marketing Channels}} , author={{ LStern } and { AEl-Ansary }} , year={1988} , publisher={Prentice-Hall} , address={Englewood Cliffs, NJ} } @book{b60, , title={{Fighting poverty together-Rethinking strategies for business, governments, and civil society to reduce poverty}} , author={{ AKarnani }} , year={2011} , publisher={Palgrave Macmillan} , address={New York, NY} } @incollection{b61, , title={{Marketing in subsistence}} , author={{ MViswanathan } and { SSridharan } and { RRitchie }} , booktitle={{Alleviating Poverty Through Business}} , editor={ CWankel } , publisher={Palgrave Macmillan} , year={2008} } @incollection{b62, , title={{Understanding consumption and entrepreneurship in subsistence marketplaces}} , author={{ MViswanathan } and { SSridharan } and { RRitchie }} , journal={{Journal of Business Research}} 63 , year={2010} } @incollection{b63, , title={{Marketing to subsistence consumers: Lessons from practice}} , author={{ KLWeidner } and { JARosa } and { MViswanathan }} , journal={{Journal of Business Research}} 63 6 , year={2010} } @incollection{b64, , title={{Social capital: implications for development theory, practice and policy}} , author={{ MWoolcock } and { DNarayan }} , journal={{The World Bank Research Observer}} 15 , year={2000} } @incollection{b65, , title={{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}} , author={{ MuhammadYunus }} , journal={{Journal of International Affairs}} 52 1 , year={1998} }