Measuring consumer purchase decision involvement at the BOP : a new approach

International marketers are faced with the challenge of understanding the decision making process that consumers at the base of the pyramid (BOP) go through when choosing which products to buy .The unique characteristics of the BOP pose distinct measurement challenges which researchers have to address in order to collect valid information which can be used by international marketers who wish to engage the BOP. A key challenge that those researching the BOP face, is the use and choice of measurement scales which reflect the unique characteristics of the BOP segment given the impact of the socioeconomic situation and cultural diversity on devising an appropriate research methodology and data collection instrument for use at the BOP. The paper explains why it is important in international marketing to conduct research into business opportunities at the BOP in developing countries and outlines the measurement challenges involved. The key challenge identified is that the use and application of western developed measurement scales for conducting research at the BOP is unlikely to reflect the complexities that exist at the BOP. The paper will outline the steps required to develop a new scale to measure consumer purchase decision involvement at the BOP. It presents a brief summary of possible scale development techniques that researchers might employ. The paper argues that the C-O-ARSE method is the most appropriate procedure to use when developing a scale for the BOP on the basis that an ?emic? approach is required to measure constructs in BOP markets. The paper then proposes an actual scale based on the C-O-ARSE procedure to measure consumer purchase decision involvement at the BOP - this is the BOPCPDI scale. Developing a new scale for use in BOP markets is in line with the increasing calls for expansion of theory development and testing in international marketing to cater for emerging and growing markets.