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 argue that firms need to reconsider application of the conventional marketing mix at the bottom of pyramid (BOP) because variables exist that impact differently on the interaction between firms and consumers at the BOP. Design/methodology/approach –...

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...