Alphabets ‘f’ and ‘t’ in italics after page numbers indicate figure and table, respectively.
base of pyramid. See bottom of pyramid
bottom of pyramid (BOP), 7, 23, 112, 120, 141, 142, 143, 144. See also customer engagement
approach benefits, 28–29
and customer perceived value, 24–25
definition, 37
differing perspectives to, 29–30
educational issues, 24
family dimension, 77
first-generation, 27–28
importance of in business, 23
income issues in, 23–24
infrastructure issues, 24
market characteristics, 30–31
marketing strategies for, 31–32
open codes for consumer behaviour, 63f
premises of Indian consumer, 65–68
second-generation, 29
subjective vs. economic well being, 71, 144
and zone of tolerance model, 69f
business. See also marketing; ...
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