Purpose – This paper seeks to argue that family purchase decision making at the bottom of the pyramid (BOP) is dynamic, heterogeneous and an evolving process that can be influenced by contextual macro‐environmental constraints. Because established perceptions of family purchase decision...

Purpose – The purpose of this paper is to examine the use of customer relationship management (CRM) at the bottom of the pyramid (BOP). Design/methodology/approach – Qualitative interaction research methodology using case studies was used to conduct the research on the application of CRM at...

Purpose – The purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs used to manage brands at the BOP. Design/methodology/approach – Qualitative data collection methods...