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

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Debadrita Panda 1,* Sabyasachi Mukhopadhyay 2 Rajarshi Saha 3 Prasanta K. Panigrahi 4

1. MAKAUT, India

2. BIMS Kolkata, India

3. St Xavier's College (Autonomous), Kolkata

4. Department of Physical Sciences, Indian Institute of Science Education and Research Kolkata

* Corresponding author.


Received: 3 Jan. 2022 / Revised: 17 Feb. 2022 / Accepted: 8 Mar. 2022 / Published: 8 Aug. 2022

Index Terms

Marketing mix, BoP, COVID-19, Apriori algorithm, West Bengal


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.

Cite This Paper

Debadrita Panda, Sabyasachi Mukhopadhyay, Rajarshi Saha, Prasanta K. Panigrahi, "BoPCOVIPIP: Capturing the Dynamics of Marketing Mix Among Bottom of Pyramid Consumers during COVID-19", International Journal of Intelligent Systems and Applications(IJISA), Vol.14, No.4, pp.37-51, 2022. DOI:10.5815/ijisa.2022.04.04


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