Indian Journal of Science and Technology

Abstract

Objectives: Reasonable pricing for IT technologies has led to an increase in the internet penetration ratio among low-income group. This research presents a model for improving BOP life-style using e-marketing tools. Methods/Analysis: The research type is developmental-applied. Firstly, the conceptual model and secondly, the operational model have been proposed. Additionally, the research is of the correlation type. Structural Equation Modeling (SEM) has been selected as the methodology. The statistical population is the BOP of Tehran. The sample size is estimated based on the Morgan’s table for 330. The sampling method is Purposive. The research tool is questionnaire that verified by Cronbach Alpha. Findings: The suggested model in the present research is aimed at the BOP and through asking the BOP individuals about their thoughts, shopping behavior and opinions has studied the direct and indirect effects of use of electronic marketing tools on awareness-raising and empowerment of the BOP. Results indicated e-marketing tools are widely used among the BOP individuals. This research also determined that awareness-raising is the only way to affect the consumption basked of the BOP and to improve it. On the other hand awareness-raising leads to empowerment of the BOP and they can take up management of the goods in their consumption basket and improve it. The findings of this research have direct usage in improvement of life standards of BOP individuals, increasing benefit margin of production establishments and also creation of healthy rivalry among active enterprises. Novelty/ Improvement: The novel model of this research leads to an eye-catching improvement in the BOP consumption basket. This improvement can be achieved through purchasing cheaper, more diverse, and better quality goods.

Keywords: BOP, Bottom of the Pyramid, E-Marketing Technology, E-Marketing Tools, Life Standards, Low-Income Group