Exploring the brand gratitude paradigm at BOP in the context of emerging markets

The vast consumer market at the bottom of the Pyramid (BOP) segment offers a lucrative business proposition for organizations, but this terrain is challenging. One effective strategy to address this issue can be through a robust consumer-brand relationship by fostering a sense of brand gratitude among BOP customers. The study aims to investigate the phenomenon of brand gratitude among BOP customers in emerging markets, such as India. By using consumer embeddedness and market separation theory, this study determines the different factors that can lead subsistence market buyers to feel deeply grateful for brands. Through a comprehensive qualitative study, where marketing professionals working in BOP markets, rural retailers, and BOP customers were interviewed, the study developed a conceptual framework consisting of utilitarian, emotional, and symbolic values. These elements will help BOP customers appreciate the brand, leading to reciprocal behaviors like brand loyalty, repurchases, and advocacy. These outcomes are crucial for every company, especially those navigating the challenging BOP markets. A few studies offer techniques for organizations to establish strong consumer-brand relationships at BOP, and doing so with the goal of generating brand gratitude among this customer segment is uncommon. The current study examines the concept of brand gratitude at BOP, which has rarely been done before.