Prasanta K. Panigrahi

Work place: Department of Physical Sciences, Indian Institute of Science Education and Research Kolkata



Research Interests:


Prasanta K. Panigrahi is a Professor of Physical Sciences in Indian Institute of Science Education and Research (IISER) Kolkata. He completed his doctoral studies from University of Rochester, USA followed by his post- doctoral research works in University of Illinois at Chicago, USA and University of Montreal, Canada. Before joining at IISER Kolkata, he served at University of Hyderabad and Physical Research Laboratory at Ahmedabad as a Full-time Faculty. He is the Fellow of Gujarat Science Academy, India and National Academy of Sciences, India. He has published more than 300 peer-reviewed journals.

Author Articles
BoPCOVIPIP: Capturing the Dynamics of Marketing Mix Among Bottom of Pyramid Consumers during COVID-19

By Debadrita Panda Sabyasachi Mukhopadhyay Rajarshi Saha Prasanta K. Panigrahi

DOI:, Pub. Date: 8 Aug. 2022

The behaviour of consumers mostly follows the guidelines derived from marketing theories and models. But under some unavoidable circumstances, the consumers show a complete deviation compared to their existing consumption pattern, purchase behaviour, decision-making and so on. Under similar circumstances, this study aims to capture both urban and rural Bottom of the Pyramid (BoP) consumers’ perceptions of various marketing mixes during the COVID-19 pandemic situation. With a sample size of 378 and 282, the perception towards different marketing mixes has been captured for Pre-COVID and During-COVID periods, respectively. The adopted quantitative analysis indicates a difference in perception towards marketing mix During COVID compared to Pre-COVID. Moreover, the selection of West Bengal, India, as an area of research fulfills the BoP literature’s existing prominent research gap. This study also comes with the potential to assist marketers and the Fast-Moving Consumer Goods (FMCG) industry in framing strategies to target BoP consumers.

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