IDEAS home Printed from https://ideas.repec.org/a/arp/ijefrr/2019p184-195.html
   My bibliography  Save this article

Consumer Behaviour in Subsistence Marketplaces in Cameroon, An Exploratory Study of the Village of Batoke in Limbe Sub-Division, South West Region

Author

Listed:
  • Louis Mosake Njomo

    (Department of Marketing ((ESSEC) University of Douala, Republic of Cameroon, Cameroon)

Abstract

Interest in the world’s four billion subsistence consumers is growing. Not only are the world’s poor an important market in their own right, but some two billion subsistence consumers are transiting from rural subsistence to urban consumer lifestyles in the span of a generation. Subsistence consumers make purchase and consumption decisions within complex, interconnected social environments that represent dramatic departures from the contexts of prior research. The author conducted semi-structured depth interviews with 54 subsistence consumers in the important subsistence marketplace of Batoke village, exploring consumer decision-making and its influences during five stages in the consumer decision process. The findings provide new insights into the subsistence consumer decision process and its individual, social, and situational influences for food and consumer packaged goods categories. The author suggests topics for future research.

Suggested Citation

  • Louis Mosake Njomo, 2019. "Consumer Behaviour in Subsistence Marketplaces in Cameroon, An Exploratory Study of the Village of Batoke in Limbe Sub-Division, South West Region," International Journal of Economics and Financial Research, Academic Research Publishing Group, vol. 5(8), pages 184-195, 08-2019.
  • Handle: RePEc:arp:ijefrr:2019:p:184-195
    as

    Download full text from publisher

    File URL: https://www.arpgweb.com/pdf-files/ijefr5(8)184-195.pdf
    Download Restriction: no

    File URL: https://www.arpgweb.com/journal/5/archive/08-2019/8/5
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Celsi, Richard L & Olson, Jerry C, 1988. "The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 210-224, September.
    2. Weidner, Kelly L. & Rosa, José Antonio & Viswanathan, Madhu, 2010. "Marketing to subsistence consumers: Lessons from practice," Journal of Business Research, Elsevier, vol. 63(6), pages 559-569, June.
    3. Anonymous, 2014. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 9(2), pages 109-110, August.
    4. McGuire, William J, 1976. "Some Internal Psychological Factors Influencing Consumer Choice," Journal of Consumer Research, Oxford University Press, vol. 2(4), pages 302-319, March.
    5. Anonymous, 2014. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 9(1), pages 1-2, May.
    6. Gau, Roland & Jae, Haeran & Viswanathan, Madhubalan, 2012. "Studying low-literate consumers through experimental methods: Implications for subsistence marketplaces," Journal of Business Research, Elsevier, vol. 65(12), pages 1683-1691.
    7. Nakata, Cheryl & Viswanathan, Madhubalan, 2012. "From impactful research to sustainable innovations for subsistence marketplaces," Journal of Business Research, Elsevier, vol. 65(12), pages 1655-1657.
    8. Madhu Viswanathan & Srinivas Sridharan & Robin Ritchie, 2008. "Marketing in Subsistence Marketplaces," Palgrave Macmillan Books, in: Charles Wankel (ed.), Alleviating Poverty through Business Strategy, chapter 0, pages 209-231, Palgrave Macmillan.
    9. Viswanathan, Madhu & Rosa, José Antonio, 2010. "Understanding subsistence marketplaces: Toward sustainable consumption and commerce for a better world," Journal of Business Research, Elsevier, vol. 63(6), pages 535-537, June.
    10. Chikweche, Tendai & Fletcher, Richard, 2010. "Understanding factors that influence purchases in subsistence markets," Journal of Business Research, Elsevier, vol. 63(6), pages 643-650, June.
    11. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
    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. Simon Joncourt & Heiko Gebauer & Javier Reynoso & Karla Cabrera & Ana Valdes & Katharina Greve, 2019. "Extending the Base-of-the-Pyramid Concept," Service Science, INFORMS, vol. 11(3), pages 241-261, October.
    2. Akareem, Husain Salilul & Ferdous, Ahmed Shahriar & Todd, Mikala, 2021. "Impact of patient portal behavioral engagement on subsistence consumers' wellbeing," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 501-517.
    3. Avinash G. Mulky, 2011. "Marketing to the Bottom of the Pyramid and subsistence markets - A research agenda," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 59(2), pages 9-14.
    4. Ingenbleek, Paul T.M. & Tessema, Workneh Kassa & van Trijp, Hans C.M., 2013. "Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 83-97.
    5. CHEN, Helen S.Y., 2020. "Designing Sustainable Humanitarian Supply Chains," OSF Preprints m82ar, Center for Open Science.
    6. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    7. Maggie O’Neill & Ruth Penfold-Mounce & David Honeywell & Matt Coward-Gibbs & Harriet Crowder & Ivan Hill, 2021. "Creative Methodologies for a Mobile Criminology: Walking as Critical Pedagogy," Sociological Research Online, , vol. 26(2), pages 247-268, June.
    8. Getz, Donald & Page, Stephen J., 2016. "Progress and prospects for event tourism research," Tourism Management, Elsevier, vol. 52(C), pages 593-631.
    9. Schipper, Burkhard C., 2021. "Discovery and equilibrium in games with unawareness," Journal of Economic Theory, Elsevier, vol. 198(C).
    10. Kumar, Kaushalendra & Shukla, Ankita & Singh, Abhishek & Ram, Faujdar & Kowal, Paul, 2016. "Association between wealth and health among older adults in rural China and India," The Journal of the Economics of Ageing, Elsevier, vol. 7(C), pages 43-52.
    11. Urša Golob & Mark A. P. Davies & Joachim Kernstock & Shaun M. Powell, 2020. "Trending topics plus future challenges and opportunities in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 123-129, March.
    12. Eunae Yoo & Elliot Rabinovich & Bin Gu, 2020. "The Growth of Follower Networks on Social Media Platforms for Humanitarian Operations," Production and Operations Management, Production and Operations Management Society, vol. 29(12), pages 2696-2715, December.
    13. Ya Sun & Gongyuan Wang & Haiying Feng, 2021. "Linguistic Studies on Social Media: A Bibliometric Analysis," SAGE Open, , vol. 11(3), pages 21582440211, September.
    14. Winskell, Kate & Sabben, Gaëlle, 2016. "Sexual stigma and symbolic violence experienced, enacted, and counteracted in young Africans’ writing about same-sex attraction," Social Science & Medicine, Elsevier, vol. 161(C), pages 143-150.
    15. Shisong Jiang, 2021. "“When Paradigms Are Out of Place”: Embracing Eclecticism in Legal Scholarship by Academic Turns," Laws, MDPI, vol. 10(4), pages 1-16, October.
    16. Florian Léon, 2022. "The elusive quest for high-growth firms in Africa: when other metrics of performance say nothing," Small Business Economics, Springer, vol. 58(1), pages 225-246, January.
    17. Houshmand Masoumi, 2021. "Residential Location Choice in Istanbul, Tehran, and Cairo: The Importance of Commuting to Work," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    18. Zachary P Neal, 2017. "Well connected compared to what? Rethinking frames of reference in world city network research," Environment and Planning A, , vol. 49(12), pages 2859-2877, December.
    19. Tanja Lepistö & Tiina Mäkitalo-Keinonen & Tiina Valjakka, 0. "Opportunity recognition in a hub-governed network – insights from garage services," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-24.
    20. Holbig, Heike, 2015. "The Plasticity of Regions: A Social Sciences–Cultural Studies Dialogue on Asia-Related Area Studies," GIGA Working Papers 267, GIGA German Institute of Global and Area Studies.

    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:arp:ijefrr:2019:p:184-195. 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: Managing Editor (email available below). General contact details of provider: http://www.arpgweb.com/?ic=journal&journal=5&info=aims .

    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.