Bottom of the Pyramid Marketing

Abstract

Throughout the developing world there have been numerous studies of the impact and ethics of marketing to consumers in the lowest socio-economic demographic, known as the Bottom of the Pyramid. These consumers make less than $2 USD per day in many countries, yet will buy expensive items marketing by the media/the Internet, discussed on social media, and to keep up with peers (peer pressure). When such items are of benefit to the purchaser or their region, the result may be positive (computers for schooling, etc.) Yet spending on luxury items can cause such consumers to go deeply into debt or forego necessities, calling into question the ethics of targeting this group. In the United States, the poverty level is higher than in many countries, and access to media/social media/the Internet is ubiquitous. Americans are also susceptible to peer pressure, according to studies. Bottom of the Pyramid research, however, is lacking on American respondents. This proposal would fill that gap, considering such marketing and consumption from a behavioral and perceptive viewpoint. Hypothetical recommendations drawn from survey questions based on research questions developed through theoretical frameworks and scholarly literature review will suggest practical courses for American industry to sell to this population without ethical question. This work may also spur more in-depth analysis involving clearly defined demographic groups for deeper analysis and understanding. The research follows the qualitative method and is to be analyzed thematically using Likert format numbers.