The bottom of the pyramid has been the topic of many research articles and scholarly discussions. Since Prahalad and Hart wrote about how multinationals can help alleviate poverty and create value propositions for themselves in 2004, many companies have been looking at strategies to serve the BOP segment in emerging markets. While an equally good number of companies have invested a lot of money in these markets and have failed, only a small minority of corporations that have engaged with the BOP sector have created businesses of high volume and profitability. This paper examines through review of the literature, the impact of branding on people living on less than $2 per day and then what how of reaching these customers in a profitable manner for corporations.

Social media has emerged as a powerful tool that reaches a wide audience with minimum time and effort. It has a diverse role in society and human life and can boost the visibility of information that allows citizens the ability to play a vital role in creating and fostering social change. This practice can have both positive and negative consequences on society. Examining the Roles of IT and Social Media in Democratic Development and Social Change is a collection of innovative research on the methods and applications of social media within community development and democracy. While highlighting topics including information capitalism, ethical issues, and e-governance, this book is ideally designed for social workers, politicians, public administrators, sociologists, journalists, policymakers, government administrators, academicians, researchers, and students seeking current research on social advancement and change through social media and technology.

Master's Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: Merti, University of Lincoln (Graduate School), course: Master's in Business Administration, language: English, abstract: The study is based on analyzing young Indian’s perceptions on foreign branded apparels and analysis of Indian youth customer’s behavior. The investigation primarily aimed at analyzing young Indian customer’s behavior and exploring the relation between them with foreign branded apparels. It also included the theoretical study of Brands & Brand Management and the key drivers that has a likely impact on customer’s behaviors, which used Indian young customers as target participants for the study. The study finalizes that fact that brands have significant impact of customer’s behavior by outlining the key drivers that would enable gradual sales for organizations, by presenting various theories, models, and methodologies to arrive at a conclusion. In the theoretical part of the study, the researches makes a prompt attempt to explore the relationship between consumer behaviors and brands considering the influential factors acting upon the mindsets of the customer’s. The consumer’s decision-making abilities and process are subjected with brands elements and factors that would build effective global brands to fulfill the objectives of the study and arrive at conclusion. Findings from theoretical and practical analysis determines that the global brands managers should realize that building brands on target customer bases and their perceptions would contribute to the growth of their businesses. The study also outlines that fact that, young generations are more attracted towards the brands rather than the products they purchase. The study also confirms that, consumer behaviors are subjected to brand perceptions and among the targeted Indian young Indian customers; brands play a significant role in facilitating the purchase decision. These facts are the empirical evidences provided by 102 participants of the survey and 38 industry and retail experts who took place in interviews conducted by the researcher. Finally, the study outlines recommendations for the readers and brand marketers stating; brands are the intangible building tools of organization and global firms operating in India should consider the young generations as their major source of customer bases and design their strategies that would cater all the young customers irrespective of locations in India.

BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars.

The primary focus of this Element is to understand the rise of smart 'social' infrastructures in BoP emerging markets like India. It has been observed that new focus areas and frontiers of global economy are taking shape where social and environmental outcomes along with economic performance are considered to be collective parameters for success or failure of the businesses. This has led to the emergence of new models of entrepreneurship, namely for-profit social businesses. These new models are driven by problem-solving social innovators who are driven by the social and environmental mission besides economic gains. Sustainability and overall success of social businesses is driven by smart social infrastructure, comprising availability of incubation ecosystem for social start-ups, access to patient capital, availability of digital ecosystem, adoption of circular business models, and focus on collaborations, partnerships and networking with diverse stakeholders.

India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study, and this book focuses on the behavioural principles of marketing and its application to branding in the Indian context.

This research examined how Prahalad's market framework influenced brand loyalty in the Base of the Pyramid market of the Philippines. Previous economic classification studies described the World Economic Pyramid, defining the Base of the Pyramid (BoP) population segment as having annual incomes up to and including $3,000 USD per capita per year. This BoP market was estimated to hold $5 trillion in consumer purchasing power. Recognizing the importance of the BoP market in the world's economy, Prahalad proposed a market framework unique to the BoP market. Composed of four constructs – awareness, affordability, access, and availability – this framework was labeled Prahalad's 4As. Prahalad proposed that the 4As strategic framework was a more appropriate alternative to the traditional marketing framework of the 4Ps — product, price, place and promotion. To date, limited market research has focused on brand loyalty in BoP markets. The present study was conducted first to examine Prahalad's 4As as a comprehensive set of constructs, and second to measure the impact of the 4As on brand loyalty in the BoP Philippines. Using an online survey, usable responses were collected from 606 Philippine college students. Structural equation modeling was utilized to examine the relationship between Prahalad's constructs of awareness, affordability, access, and availability, and their combined impact on brand loyalty. Results showed that the four constructs were highly correlated. The two constructs of access and availability collapsed into the combined construct of presence, reflecting the consumers' perspective that the product is present in the marketplace, both in a store and on the shelf. Examining the impact on brand loyalty, both awareness of the branded product, and the affordability of the branded product were found to be positively related to brand loyalty; these findings support previous research studies, suggesting marketing practitioners need to focus on product awareness and product affordability to increase brand loyalty in BoP markets. While presence was not found to be related to brand loyalty, presence was found to be positively related to both awareness and affordability. Managerial implications are discussed, and topics for future research are presented.