Abstract/Description
This research was conducted to identify and discuss challenges in creating and sustaining consumer-durables’ (CD) brands for BOP segments. The study encompassed global and local brands, and included existing branding practices for their product offerings. Digressing slightly from the conventional approach, this study focused on female rather than male buyers in the BOP urban segment. The purpose behind this was to highlight the hidden dependence on female primary-skilled workers as a source of domestic income. This dependence and the role it plays in household purchases is often overlooked; often assumed to be immaterial, and often taken to be directed at more immediate social needs such as household health and nutrition. Furthermore, it was observed that while branding practices already in place incorporate females in their promotion, very little has been done to understand the role of “female as buyer”, or her place in the DMU at all. This research uncovers some of the socio-economic inhibitions which compel the BOP woman to undermine her own position in the DMU. The relationship between age and quality of decisions was one factor that emerged. The social stigma associated with a female ‘head of household’ is another element, as is the tendency to defer such purchase decisions to male members of the family. Although ownership of assets and economic emancipation has been proven to increase the self-confidence and social placement of women in the household, the motivation to earn their own incomes is inversely proportional to household (and husband’s income).
Keywords
BOP, Female buyer, Durables, Non-price factors, Brand credibility
Location
Seminar Room, S6 Tabba Block
Session Theme
Session 3: Parallel Sessions
Session Type
Event
Session Chair
Dr. Shahzad Amin
Start Date
3-5-2014 2:30 PM
End Date
3-5-2014 5:00 PM
Recommended Citation
Rahman, N. (2014). Title: Parallel Sessions (Brand Management): The challenge of creating and sustaining consumer durables’ brands in the BOP segment. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2014/day1/16
Included in
Title: Parallel Sessions (Brand Management): The challenge of creating and sustaining consumer durables’ brands in the BOP segment
Seminar Room, S6 Tabba Block
This research was conducted to identify and discuss challenges in creating and sustaining consumer-durables’ (CD) brands for BOP segments. The study encompassed global and local brands, and included existing branding practices for their product offerings. Digressing slightly from the conventional approach, this study focused on female rather than male buyers in the BOP urban segment. The purpose behind this was to highlight the hidden dependence on female primary-skilled workers as a source of domestic income. This dependence and the role it plays in household purchases is often overlooked; often assumed to be immaterial, and often taken to be directed at more immediate social needs such as household health and nutrition. Furthermore, it was observed that while branding practices already in place incorporate females in their promotion, very little has been done to understand the role of “female as buyer”, or her place in the DMU at all. This research uncovers some of the socio-economic inhibitions which compel the BOP woman to undermine her own position in the DMU. The relationship between age and quality of decisions was one factor that emerged. The social stigma associated with a female ‘head of household’ is another element, as is the tendency to defer such purchase decisions to male members of the family. Although ownership of assets and economic emancipation has been proven to increase the self-confidence and social placement of women in the household, the motivation to earn their own incomes is inversely proportional to household (and husband’s income).
