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Marketing to subsistence consumers: Lessons from practice

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  • Weidner, Kelly L.
  • Rosa, José Antonio
  • Viswanathan, Madhu

Abstract

Over 4Â billion people live in what is commonly referred to as the "bottom of the pyramid" or as subsistence marketplaces. These individuals and families live in substandard housing, with limited or no access to sanitation, potable water, and health care, have low levels of literacy, and earn very low incomes. Scholars and practitioners alike suggest that the problems existing in subsistence marketplaces demand the attention and involvement of responsible businesses and that doing business with consumers in such marketplaces can be both socially responsible and profitable. This research explores the strategies and tactics currently being used across commercial and social enterprises engaged in subsistence marketplaces. The analysis leads to recommendations about marketing practices currently used by companies and organizations that are successfully operating in subsistence marketplaces.

Suggested Citation

  • Weidner, Kelly L. & Rosa, José Antonio & Viswanathan, Madhu, 2010. "Marketing to subsistence consumers: Lessons from practice," Journal of Business Research, Elsevier, vol. 63(6), pages 559-569, June.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:6:p:559-569
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    References listed on IDEAS

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    3. Madhu Viswanathan & Srinivas Sridharan & Robin Ritchie, 2008. "Marketing in Subsistence Marketplaces," Palgrave Macmillan Books, in: Charles Wankel (ed.), Alleviating Poverty through Business Strategy, chapter 0, pages 209-231, Palgrave Macmillan.
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