Research methodology and design issues for research at the bottom of the pyramid

The purpose of this paper is to assess practical and theoretical considerations that need to be taken into account when researching consumer decision making at the “bottom of the pyramid” (BOP). Such considerations include the availability and impact of technology to those at the BOP. The paper commences with a justification as to why in international marketing it is appropriate to conduct research into business opportunities at the (BOP) in developing countries. The point will be made that whilst most of the focus in developing countries to date has been on the upper and middle classes in these countries, the potential for the future is with the lower and rural classes (bottom of the pyramid) who represent the bulk of the population. It is argued however that a different approach will be necessary to reach this group. There are a number of issues that are unique to the BOP and these lead to classification variables that should be included in the survey questionnaire or interview guide. The paper then explores ways of ensuring that the information obtained when undertaking research at the BOP is truly reflective of views held and behaviours exhibited by BOP consumers. This is discussed in terms of both practical and theoretical considerations. From this discussion, two issues emerge that deserve more detailed research when creating instruments to meaningfully evaluate consumer behaviour at the BOP. The first of these is culture and the second is that of penetrating established networks of relationships