Purpose – The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending low‐income consumers. Design/methodology/approach – The literature on BOP was reviewed and some key...

Purpose – It is estimated that the poorest of the world, termed as being economically at the bottom of the pyramid (BoP), have a purchasing power of $5 trillion. This paper aims to study what and why they consume, and how firms can best address those needs, an area that is relatively new....

Purpose – The purpose of this article is to examine the purchasing power at the bottom of the pyramid (BOP), i.e. of low‐income consumers. Design/methodology/approach – The authors analyze secondary data on income, population, and expenditure at the BOP from different countries, and apply...

Purpose – This paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials). Design/methodology/approach – With an email sample of 220 adult consumers living in the southeast USA, this study measures status consumption, generational...