Autor (es):Aguilar-Rodríguez, Iliana E.
Artieda-Cajilema, Carlos H.
Tapia-Andino, Geovanni F.

Journal: Journal of Rural Development (Cuadernos de Desarrollo Rural)

Fecha de publicación: Diciembre, 2022

Abstract: The study is conducted in families of a rural population of the Republic of Ecuador, classified based on their social, cultural, and economic characteristics in the BOP market. Fifty groups were selected from these populations. Two hundred eighteen participants underwent detailed interviews and natural observation. The findings indicated a strong preference for national and traditional products, although also a preference for regional and global developments, showing differences in lifestyle and a combination of consumer needs. It is found that these consumers can be loyal to brands representing different social statuses. Therefore, companies should design more effective marketing strategies to target this market, whose growth is attractive for the development and increase of their sales volume.

Keywords: base of the pyramid, BOP, needs, VALS, lifestyle, emerging markets.