Decoding Customer Value at the Bottom of the Pyramid

CHAPTER 2

Customer Perceived Value and Its Drivers in Urban BOP in India

Introduction

In Chapter 1, the concept of value has been looked in detail through multiple perspectives: firm level and customer level, different marketing approaches, traditional and service-dominant one, and from different contexts including bottom of the pyramid in emerging markets mainly India and South Africa. Talking about urban India it is worthwhile to first understand and relate to the lives of the BOP customers and define as to what would constitute value for them. The following case illustrations will help us do this. Next an attempt has been made through qualitative research using grounded theory to understand how they make a purchase across product categories, ...