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Cambridge Network: Why affordability is not enough in attracting poorer customers


People at the ‘Bottom of the Pyramid’ seek products and services that are ‘aspirational’ and not only low-cost, says article in Stanford Social Innovation Review co-authored by Professor Jaideep Prabhu of Cambridge Judge Business School.

“Evidence from various emerging markets suggests that using positive narratives encourages BoP consumers to buy frugal solutions that improve their status or self-esteem. Creating such a narrative will show them the emotional and social benefits they can get by using your solution,” the study says.

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