Purchasing patterns on unpredictable incomes
Niti Bhan does a lot of work in the Bottom of Pyramid (BOP) market segment. She's got tremendous insights into these markets. Her blog Perspective, is a place to keep track of her thoughts and ideas. A recent post on Perspective is on how to position a product or a service in a segment where income levels are irregular or unpredictable or both. She cites 4 strategies:
- Paid for in advance (e.g. prepaid airtime)
- Bought in bulk (e.g. food supplies when money is available)
- Sachets or single portions (e.g. shampoos, razor blades, etc.)
- On demand or daily purchase (e.g. perishables such as bread and eggs)
Such insights can be invaluable for those trying to offer credit or position new products or services such as new mobile services and plans.
Permalink | Friday, April 04, 2008
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