Title

Identity need pyramid for digitally active bottom of pyramid customers – a hermeneutic inquiry

Abstract/Description

This hermeneutic inquiry proposes a hierarchical arrangement of identity needs of digitally active Bottom of pyramid (BoP) customers and suggests how non-essential purchases enable them to partially fulfill these needs. Social identity theory and identity theory provide the theoretical foundation for this research. BoP customers buy non-essential products largely because of the social requirements under which an individual aspires to move closer to ideal self. Under different social requirements, BoP customers craft their identities through discretionary purchases. Unfavorable stereotyping experienced by BoP customers, make them seek out products that help them in disassociating with the poor and improve their sense of self-esteem. This is a pre-potent need as compared to gaining social inclusion in their aspirational groups and gaining virtual autonomy. The next higher social requirement is to be perceived as more likeable and acceptable within the aspirational out-groups. Beyond this, there lies the need to experience an ideally desired self-determination through virtual autonomy. Based on this research, it is recommended that value propositions for less affluent customers take into account such needs and create market for aspirational buying in less affluent segments that are influenced by digital technology.

Track

Contemporary Issues in Marketing

Session Number/Theme

Session 1D: Consumer Behaviour

Session Chair

Dr. Huma Amir, Institute of Business Administration, Karachi

Session Discussant

Dr. Asim Shabbir; Dr. Talha Salam; Dr. Nida Aslam

Start Date/Time

23-6-2022 12:00 PM

End Date/Time

23-6-2022 12:20 PM

Location

Boardroom 3, Marriott Hotel, Karachi

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Jun 23rd, 12:00 PM Jun 23rd, 12:20 PM

Identity need pyramid for digitally active bottom of pyramid customers – a hermeneutic inquiry

Boardroom 3, Marriott Hotel, Karachi

This hermeneutic inquiry proposes a hierarchical arrangement of identity needs of digitally active Bottom of pyramid (BoP) customers and suggests how non-essential purchases enable them to partially fulfill these needs. Social identity theory and identity theory provide the theoretical foundation for this research. BoP customers buy non-essential products largely because of the social requirements under which an individual aspires to move closer to ideal self. Under different social requirements, BoP customers craft their identities through discretionary purchases. Unfavorable stereotyping experienced by BoP customers, make them seek out products that help them in disassociating with the poor and improve their sense of self-esteem. This is a pre-potent need as compared to gaining social inclusion in their aspirational groups and gaining virtual autonomy. The next higher social requirement is to be perceived as more likeable and acceptable within the aspirational out-groups. Beyond this, there lies the need to experience an ideally desired self-determination through virtual autonomy. Based on this research, it is recommended that value propositions for less affluent customers take into account such needs and create market for aspirational buying in less affluent segments that are influenced by digital technology.