IDEAS home Printed from https://ideas.repec.org/a/rnd/arjebs/v9y2017i3p82-100.html
   My bibliography  Save this article

Brand Consciousness of BOP Consumers in South Africa

Author

Listed:
  • Pravina Devpersadh Oodith
  • Sanjana Brijball Parumasur

Abstract

Bottom of the pyramid (BOP) consumers are not just basing their purchase decisions on price and affordability but on the value derived from good-quality brands. Hence, this study assesses the brand-consciousness of South African BOP consumers in terms of brand awareness, differentiation, recognition, loyalty, trust and preferences for leading brands. The aim is to understand the brand consciousness of the South African BOP market so that suitable brand management strategies may be formulated to profitably serve the needs of this market. The population (2 556 422 elements) included BOP consumers living in relative poverty within the rural areas of South Africa from which a sample of 600 subjects was drawn using area sampling. Data was collected using a self-development questionnaire whose psychometric properties were statistically assessed and analyzed using descriptive and inferential statistics. The findings reflect that there is a high degree of brand awareness amongst BOP consumers, the majority of BOP consumers are able to easily differentiate between the various brands based on the brands’ logos, design and/or coloring, a significant segment displays brand loyalty which alters when price becomes a factor for consideration and BOP consumers lack trust where new brands are concerned and prefer good quality brands. Furthermore, BOP consumers’ brand consciousness and purchase decisions are influenced by education and income respectively. It can also be concluded that the majority of South African BOP consumers are brand-conscious; hence, brands play an influential role in their consumer decision-making process. Beneficial recommendations are presented for business organizations.

Suggested Citation

  • Pravina Devpersadh Oodith & Sanjana Brijball Parumasur, 2017. "Brand Consciousness of BOP Consumers in South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 9(3), pages 82-100.
  • Handle: RePEc:rnd:arjebs:v:9:y:2017:i:3:p:82-100
    DOI: 10.22610/jebs.v9i3(J).1748
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/1748/1446
    Download Restriction: no

    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/1748
    Download Restriction: no

    File URL: https://libkey.io/10.22610/jebs.v9i3(J).1748?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Abhijit V. Banerjee & Esther Duflo, 2007. "The Economic Lives of the Poor," Journal of Economic Perspectives, American Economic Association, vol. 21(1), pages 141-168, Winter.
    2. Abhijit Banerjee & Angus Deaton & Esther Duflo, 2004. "Wealth, Health, and Health Services in Rural Rajasthan," American Economic Review, American Economic Association, vol. 94(2), pages 326-330, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aneel Karnani, 2009. "The Bottom of the Pyramid Strategy for Reducing Poverty: A Failed Promise," Working Papers 80, United Nations, Department of Economics and Social Affairs.
    2. Bernal Lobato, N., 2014. "Essays in applied microeconomics," Other publications TiSEM 9b638b3d-2f83-452a-b2c8-c, Tilburg University, School of Economics and Management.
    3. Bernal, Noelia & Carpio, Miguel A. & Klein, Tobias J., 2017. "The effects of access to health insurance: Evidence from a regression discontinuity design in Peru," Journal of Public Economics, Elsevier, vol. 154(C), pages 122-136.
    4. Abhijit V. Banerjee & Esther Duflo, 2010. "Aging and Death under a Dollar a Day," NBER Chapters, in: Research Findings in the Economics of Aging, pages 169-203, National Bureau of Economic Research, Inc.
    5. Eduard Marinov, 2019. "The 2019 Nobel Prize in Economics," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 78-116.
    6. Susmita Baulia, 2020. "Cash incentives to mothers or to community health workers - what contributes better to the health of the mother and the newborn? Evidence from India," Discussion Papers 133, Aboa Centre for Economics.
    7. Harald Strotmann & Jürgen Volkert, 2018. "Multidimensional Poverty Index and Happiness," Journal of Happiness Studies, Springer, vol. 19(1), pages 167-189, January.
    8. Jaya Jumrani & P. S. Birthal, 2017. "Does consumption of tobacco and alcohol affect household food security? Evidence from rural India," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 9(2), pages 255-279, April.
    9. Pascaline Dupas & Sarah Green & Anthony Keats & Jonathan Robinson, 2014. "Challenges in Banking the Rural Poor: Evidence from Kenya's Western Province," NBER Chapters, in: African Successes, Volume III: Modernization and Development, pages 63-101, National Bureau of Economic Research, Inc.
    10. Picarelli, Nathalie, 2016. "Who really benefits from export processing zones? Evidence from Nicaraguan municipalities," Labour Economics, Elsevier, vol. 41(C), pages 318-332.
    11. Brian McCaig & Nina Pavcnik, 2015. "Informal Employment in a Growing and Globalizing Low-Income Country," American Economic Review, American Economic Association, vol. 105(5), pages 545-550, May.
    12. Wonhyung Lee & Nurul Widyaningrum, 2019. "Multidimensional access to financial services: Insights from Indonesia," Progress in Development Studies, , vol. 19(1), pages 21-35, January.
    13. Richard Kwabena Nkrumah & Samuel Kobina Annim & Benedict Afful, 2021. "Household Social Expenditure in Ghana: Examining the Ex-Post Effects and Vulnerability to Poverty," Social Sciences, MDPI, vol. 10(2), pages 1-15, January.
    14. Dinkelman, Taryn & Ranchhod, Vimal, 2012. "Evidence on the impact of minimum wage laws in an informal sector: Domestic workers in South Africa," Journal of Development Economics, Elsevier, vol. 99(1), pages 27-45.
    15. Dinkelman, Taryn & Schulhofer-Wohl, Sam, 2015. "Migration, congestion externalities, and the evaluation of spatial investments," Journal of Development Economics, Elsevier, vol. 114(C), pages 189-202.
    16. Richard Mussa, 2015. "Youth wage employment and parental education in Malawi," Development Southern Africa, Taylor & Francis Journals, vol. 32(4), pages 526-537, July.
    17. Khamis, Melanie & Prakash, Nishith & Siddique, Zahra, 2012. "Consumption and social identity: Evidence from India," Journal of Economic Behavior & Organization, Elsevier, vol. 83(3), pages 353-371.
    18. Julián David Parada, 2008. "Tasa de depreciación endógena y crecimiento económico," Documentos de Trabajo 4594, Universidad del Rosario.
    19. Agier, Isabelle & Guérin, Isabelle & Szafarz, Ariane, 2012. "Child gender and parental borrowing: Evidence from India," Economics Letters, Elsevier, vol. 115(3), pages 363-365.
    20. Christina Paxson & Norbert Schady, 2007. "Does Money Matter? The Effects of Cash Transfers on Child Health and Development in Rural Ecuador," Working Papers 145, Princeton University, Department of Economics, Center for Economic Policy Studies..

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arjebs:v:9:y:2017:i:3:p:82-100. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/jebs .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.