Choudhury, Nanda; Mukherjee, Srabanti; Datta, Biplab - In: Journal of Consumer Marketing 36 (2019) 1, pp. 178-188
Purpose: The purpose of this paper is to examine the factors affecting decision-making at the BoP and propose a framework of the consumer decision-making process at the base of the pyramid (BoP). Design/methodology/approach: The qualitative research design was adopted to collect primary data....