The BOP consumer's ethical evaluation of target marketing

Abstract

This paper investigates the ethical evaluation of targeted marketing of fast-moving consumer goods (FMCGs) to BOP consumers, from BOP consumers' viewpoint. The goal was to discover whether these consumers perceive themselves as vulnerable, whether they believe that marketers are acting ethically or unethically in targeting their segment and whether they are willing to take action based on their ethical assessments of the company's marketing practices. BOP consumers surveyed do not view themselves as vulnerable consumers. Respondents also did not believe that companies marketing FMCGs were unethically targeting their segment. BOP consumers did not see a difference between marketing basic or discretionary products to their segment; they wanted access to all types of goods. These consumers want access to the same products that other consumers with more resources have, and make no distinction between basic and discretionary FMCGs. FMCGs were viewed as necessities that make life easier. Marketers of FMCGs should therefore freely market these products to this segment, provided their products meet basic quality standards, and can be offered in small, lower-priced quantities.