The Value of "Bottom of Pyramid" Research

July 2009

Making an informed decision is of the utmost importance where one incorrect move can have long lasting, far reaching detrimental effects on the brand. For this reason, the value of research should never be overlooked or undervalued. Acquiring a clear understanding of the product environment, the market dynamics, target market and the key influencing factors allows products/brands to be positioned accurately within the precise sector of the market.

Primedia Face 2 Face recently conducted qualitative research within the Bottom of Pyramid (BOP) market to gain a better understanding of the relationship between BOP traders and BOP consumers. 400 BOP store owners and 400 economically active BOP consumers were interviewed. The distinctive consumer profile was indentified, and then compared to the consumers purchasing behaviours.

Two main areas were investigated. Firstly, the factors affecting the consumers purchasing decision and how these factors can be influenced or changed. And secondly, the consumers brand preference and the role the trader plays in this decision. The information obtained allowed F2F to identify key areas that lead to long term buyer-trader relationships.

After 29 years of operating within the BOP market place, Primedia Face 2 Face has built up the capacity to assist Brand, Marketing and Sales Managers, Media Strategists and Media Buyers as well as company Executives, by providing key current insights relating to the independent BOP retail trade nationally, to inform strategic decisions.

Face 2 Face utilises its extensive national management and infrastructure capacity to ensure maximum reach in urban township, peri-urban and rural areas nationally. A workforce within the serviced community is utilised to ensure that the service is not hindered by language or cultural barriers. Streamlined, qualitative and quantitative research into over 11 000 BOP stores nationally is offered and involves, among other factors, a set sample size and a sample definition and provides invaluable insights into the extent and range of the BOP market.

A one-size-fits-all approach does not apply and research packages are tailor made, specific to client brief as each commissioned research project has diverse objectives and desired outcomes.