Massive opportunity exists for marketers to increase their focus on bottom-of-pyramid (BOP) segment. Such consumers are typically thought to earn around US$2 per day at most. Developing these markets should be driven mainly by private sector operators, analysts believe. Marketing to poor consumers like BOP remains subject to ongoing debate. Advocates of private sector involvement argue that these segments can accrue various benefits including: 1. better access to different products and services; and 2. more varied consumption experiences. In their view, overall quality of life will improve as a result. Consumption allegedly provides a means to alleviate poverty by increasing the amount of disposable income available to BOP households as a result of cheaper products and services. Finance can furthermore leave poorer consumers less vulnerable to approaches from moneylenders and the lack of access to legal services. Allowing the BOP segment freedom of choice and greater control of their own destiny are other factors in the argument.
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