Are the Bottom of the Pyramid (BOP) Brand Conscious Consumers?

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Bottom of the Pyramid > Best Practices > Are the Bottom of the Pyramid (BOP) Brand Conscious Consumers?

Are the Bottom of the Pyramid (BOP) Brand Conscious Consumers?
Nikash Anand
The people at the Bottom of the Pyramid are referred to as brand conscious and at the same time they are price sensitive. How should these two factors go together?

BOP as Brand Conscious
If people at the Bottom of the Pyramid are brand conscious and at the same time price sensitive, then they have a good chance to play with different kinds of products widely available in the market today. Definitely, if a product is branded, we assume it's a good product in terms of quality as well. But customers can also find good products on the market at reasonable rates if they make the small effort to broaden their horizon. For example in the garment industry, we find good products at reasonable rates at many stores such as Pantaloons, Vibe, etc.

Brands not necessarily expensive
Abraham Easo
Why should brands be expensive? When you spread the brand across a very large number , branding costs should come down on a per capita basis. Moreover, cheaper alternatives can also be developed.

Brands help compare goods
Manjunath Rao
Brands help consumers compare similar goods carrying the same price. Even the cheapest goods like match box or salt are branded. So it is wrong to say that BOP customers are not brand conscious. Another example is beedis (cheap cigarettes) usually consumed by BOP members. We have many brands of beedis. So in my opinion brand consciousness and price consciousness are not supplementary but complementary decisions.

BOP is Brand Concious Because They Want to Change
Ankit Malik
BOP are attracted to the upper layers of the piramid thus they like to copy them. Hence they are brand concious. They can spend a major share of their earnings for this passion.

Meeting the 'Basic Needs'
Benoit Challan Belval, Project Manager, India, Member
Dear all, I would like to share a reaction regarding meeting the "basic needs".
According to me, seeing the poor as focusing first on "basic needs" in order to be able to fulfill more "elaborated" needs is a wrong perception of the reality.
I have seen poor people spending huge amount of money in status products that I would have not thought about buying myself!
I am I into home decoration, I am opening the Indian market for a french concept of wall covering. I am sure that, there is room of maneuver for company willing to develop wall decoration for poor people in India, because poor people also have needs for a agreeable interior and they are spending money on this today.
Don't you think so? Looking forward to hear from you!

Example of Branded But not Expensive Product
Hambayi Mirriam Jimaima, Financial Consultant, Member
@Abraham Easo: I agree with you.
It does not always mean that branded goods must be expensive. I will give an example of a nano car by Tata India, the car is branded, nice but at the same time cheap and affordable. This means that the BOP market is covered.

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