Consumer behavior from the lens of Bottom of the Pyramid: literature review and future agenda

Bottom of the pyramid (BOP) consumers differs in marketplace behavior owing to their socio-economic and long exposure to poverty. The purpose of this study is to summarize the latest literature on consumer behavior studies of the BOP consumers and understand the reasons for the peculiar behavior of BOP consumers. Insights gained from this study are very useful for the organizations and policymakers focusing on the BOP segments. Systematic literature review of previous literature was undertaken using TCCM (Theory, Contexts, Characteristics, Methodology) framework. Findings suggest that BOP literature is still emerging, as it is evident from the recent conceptual papers and qualitative studies. Most of the studies focused on the new product adoption behavior at BOP followed by the aspirational consumption and role of corporate social responsibility. It is one of the literature reviews which focuses on the consumer behavior of BOP consumers holistically rather than focusing on specific aspects of BOP consumer behavior. Insightful directions for organizations and policymakers serving the BOP segments were given.