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The Effects of National Cultural Traits on BOP Consumer Behavior

Author

Listed:
  • Tsai Chi Kuo

    (Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 32023, Taiwan
    These authors contributed equally to this work.)

  • Jessica Hanafi

    (Department of Industrial Engineering, Universitas Pelita Harapan, Lippo Karawaci, Tangerang, Banten 15811, Indonesia)

  • Wan Chen Sun

    (Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 32023, Taiwan
    These authors contributed equally to this work.)

  • Rex Aurelius C. Robielos

    (School of Industrial Engineering and Engineering Management, Mapúa Institute of Technology, Manila 1002, Philippines)

Abstract

Scholars who aim to solve problems with poverty and a lack of resources often focus on bottom of pyramid (BOP) consumer groups. They propose that the traditional TOP (top of pyramid) business strategies are not suitable for BOP populations, and that it is crucial to determine and satisfy BOP consumption demands. The purpose of this study is to find out which factors influence BOP consumption, and to explore BOP integrated products. The concepts of “national cultural traits” and sustainable product design are also used. The findings will help enterprises learn how to make profits in BOP markets (addressing economic goals), while helping the poor get out of poverty (addressing social goals). Two different areas concerning BOP consumers are used to illustrate the results.

Suggested Citation

  • Tsai Chi Kuo & Jessica Hanafi & Wan Chen Sun & Rex Aurelius C. Robielos, 2016. "The Effects of National Cultural Traits on BOP Consumer Behavior," Sustainability, MDPI, vol. 8(3), pages 1-20, March.
    • Handle: RePEc:gam:jsusta:v:8:y:2016:i:3:p:272-:d:65882
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    References listed on IDEAS

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    Cited by:

    1. Federica Angeli & Shila Teresa Ishwardat & Anand Kumar Jaiswal & Antonio Capaldo, 2018. "Socio-Cultural Sustainability of Private Healthcare Providers in an Indian Slum Setting: A Bottom-of-the-Pyramid Perspective," Sustainability, MDPI, vol. 10(12), pages 1-27, December.
    2. Tsai Chi Kuo & Wei-Jung Shiang & Jessica Hanafi & Sz Ying Chen, 2018. "Co-Development of Supply Chain in the BOP Markets," Sustainability, MDPI, vol. 10(4), pages 1-14, March.

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