Study Consumer Behaviour of Low Cluster Pyramid
“To Study the Consumption Pattern of Bottom of Pyramid Group in Noida and Recommend a Product based on the Analysis”
(A Consumer Behavior Assignment)
Submitted to: Submitted by:
Ms. Mamta Mohan E – 38 to E - 55 CB Group: 3
[pic]
Amity Business School
Noida
List of Team Members:
1. E38 Pradeep Kapil 2. E40 Arpit Shukla 3. E41 Sagar 4. E42 Ankit Rajvanshi 5. E43 Vishal Sishodia 6. E44 Manish Raj Singh 7. E45 Vaibhav Taneja 8. E46 Kamal Kumar 9. E52 Piyush Aggarwal 10. E53 Lalit 11. E54 Ankit Podder 12. E55 Ashish Gupta
Table of Content
Abstract
Introduction
Bottom of Pyramid
Literature Review
Objective of Study
Research Design
Limitation of Study
Data Collection
Data Analysis
Conclusion
Product Recommended
Annexure – I: Sample Questionnaire
List of diagrams
Abstract
Bottom of pyramid is the socio-economic group which constitutes the largest chunk of population and is the poorest section. The potential of this group has been found to be enormous in past few years. Researches and concept by Mr. C.K Prahalad has been very popular in this field. Many products such as Tata Nano, Shampoo Sachets etc have been the result of this concept. Further products could be developed keeping in mind the demography and consumption pattern of this group so as to cater to the enormous potential which they provide.
The research aims at deriving the consumption pattern of this group clustered on the basis of occupation. The research shows how people in this group are merely able to spend on their basic needs and have no funds for luxuries or entertainment. Various facts have been drawn out in the paper regarding the said subject.
The analysis also enables us to suggest some products which could be targeted for the BoP group.
Introduction:
Bottom of pyramid is constituted of the largest but
(A Consumer Behavior Assignment)
Submitted to: Submitted by:
Ms. Mamta Mohan E – 38 to E - 55 CB Group: 3
[pic]
Amity Business School
Noida
List of Team Members:
1. E38 Pradeep Kapil 2. E40 Arpit Shukla 3. E41 Sagar 4. E42 Ankit Rajvanshi 5. E43 Vishal Sishodia 6. E44 Manish Raj Singh 7. E45 Vaibhav Taneja 8. E46 Kamal Kumar 9. E52 Piyush Aggarwal 10. E53 Lalit 11. E54 Ankit Podder 12. E55 Ashish Gupta
Table of Content
Abstract
Introduction
Bottom of Pyramid
Literature Review
Objective of Study
Research Design
Limitation of Study
Data Collection
Data Analysis
Conclusion
Product Recommended
Annexure – I: Sample Questionnaire
List of diagrams
Abstract
Bottom of pyramid is the socio-economic group which constitutes the largest chunk of population and is the poorest section. The potential of this group has been found to be enormous in past few years. Researches and concept by Mr. C.K Prahalad has been very popular in this field. Many products such as Tata Nano, Shampoo Sachets etc have been the result of this concept. Further products could be developed keeping in mind the demography and consumption pattern of this group so as to cater to the enormous potential which they provide.
The research aims at deriving the consumption pattern of this group clustered on the basis of occupation. The research shows how people in this group are merely able to spend on their basic needs and have no funds for luxuries or entertainment. Various facts have been drawn out in the paper regarding the said subject.
The analysis also enables us to suggest some products which could be targeted for the BoP group.
Introduction:
Bottom of pyramid is constituted of the largest but