Visual cues and innovation adoption among bottom of the pyramid consumers

Hasan, Md. Rajibul and Lowe, Ben and Rahman, Mizan (2017) Visual cues and innovation adoption among bottom of the pyramid consumers. Qualitative Market Research: An International Journal . ISSN 1352-2752

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Item Type:Article
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Abstract

Purpose – To explore how visual comprehensibility of a product can affect innovation
adoption among bottom of the pyramid consumers (BOP) in Bangladesh.
Design/methodology/approach – This is an exploratory qualitative study based on
interviews with 8 managerial respondents involved in the design and marketing of innovative
products targeted at BOP consumers in Bangladesh, and 3 respondents who are consumers of
these products.
Findings – One key finding from this research, in comparison to innovation adoption
research in developed contexts, is the distinct importance that BOP consumers attach to
visual cues in learning about and understanding a new product.
Practical implications – This research provides guidance for private and public sector
organisations selling products and services to BOP consumers on the role of visual cues in
generating better product comprehension. It also identifies the role of social relations in
facilitating adoption of new products within this segment.
Social implications – Through enhancing adoption of so called pro-poor innovations this
research can assist in bringing about positive social change and developmental benefits in this
burgeoning segment of the market.
Originality/value – This is one of the first studies to consider innovation adoption of propoor
innovations in BOP markets and one of the first studies to collect data on the role of
visual comprehensibility for consumers in BOP markets.

Keywords:Visual cue, Visual comprehensibility, Innovation adoption, Bottom of the pyramid, Low-literacy, Poverty, Poor, New product, Adoption, Emerging market
Subjects:N Business and Administrative studies > N561 Advertising
N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N100 Business studies
N Business and Administrative studies > N211 Strategic Management
N Business and Administrative studies > N200 Management studies
Divisions:Lincoln International Business School
ID Code:19686
Deposited On:27 Nov 2015 13:53

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