Products consumption in children at the base of the population pyramid: analysis of influential mechanisms
DOI:
https://doi.org/10.17981/econcuc.38.1.08Keywords:
market segmentation, children’s products, infant consumer, base of the pyramid, brand influences.Abstract
The present Work is aimed to illustrate the base of the population pyramid as one of the largest markets in the world, therefore, it becomes an opportunity to transform poverty into a part of the solution by designing products that fulfil the needs and aspirations of the members of the mentioned segment of the society. Therefore, the objective of identifying the influential mechanisms related to making consumption decisions in children over 5 and 9 years of age at the base of the pyramid in Villavicencio, Colombia, was defined. With regard to the research methodology a qualitative method as well techniques of non-participant observation and in-depth interviews were used, the sample chosen in this research work were nine infant. The obtained results allowed to classify three groups of organized influencers. The first group was the macro influencers, there have existed not only similar peers but also the price of products; the second group was represented by the moderate influencers, these ones have been related to the brands designed for this segment, the third group was the minor influencers which were supported by the parental control. Hence, taking into account the results of this work it can be said that schools and neighborhoods stores are the key purchase influencers to the consumption in children at the base of the pyramid.Downloads
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References
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Published
2017-06-12
How to Cite
Otero Gómez, M. C., & Giraldo Pérez, W. (2017). Products consumption in children at the base of the population pyramid: analysis of influential mechanisms. ECONÓMICAS CUC, 38(1), 165–184. https://doi.org/10.17981/econcuc.38.1.08
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