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Fast moving consumer goods companies penetrating low-income markets in South Africa
This research explores the challenges and opportunities for Fast Moving Consumer Goods (FMCG) companies in penetrating low-income markets in South Africa, particularly focusing on the base of the pyramid (BoP). Employing qualitative, exploratory methods, the study involved in-depth interviews with i...
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| Format: | Thesis |
| Language: | English English |
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Graduate School of Business (GSB)
2025
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| _version_ | 1867613234690785280 |
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| access_status_str | Open Access |
| author | Polterauer, Christoph |
| author2 | Luiz, John |
| author_browse | Luiz, John Polterauer, Christoph |
| author_facet | Luiz, John Polterauer, Christoph |
| author_sort | Polterauer, Christoph |
| collection | Thesis |
| description | This research explores the challenges and opportunities for Fast Moving Consumer Goods (FMCG) companies in penetrating low-income markets in South Africa, particularly focusing on the base of the pyramid (BoP). Employing qualitative, exploratory methods, the study involved in-depth interviews with industry experts to understand the strategic approaches FMCGs can adopt for successful market entry and growth. The findings reveal significant hurdles in distribution and accessibility, stemming from infrastructural deficits and diverse consumer behaviours. Nonetheless, the BoP market presents substantial opportunities for growth through innovative, culturally sensitive, and sustainable business practices. It highlights the importance of local market understanding and suggests innovative product and service solutions tailored to the unique demands of low-income consumers. The research concludes that FMCGs can achieve success in these challenging markets by employing strategies that are not only commercially viable but also socially responsible, aligning with sustainable and ethical business practices to tap into the potential of South Africa's BoP markets. This study contributes to academic and practical understanding by offering a nuanced view of the FMCG sector in BoP markets, emphasizing the necessity of a balanced approach that combines strategic penetration, sustainable growth, and continuous innovation. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/41249 |
| institution | University of Cape Town (South Africa) |
| language | English eng |
| last_indexed | 2026-06-10T12:32:54.720Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Graduate School of Business (GSB) |
| publisherStr | Graduate School of Business (GSB) |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/41249 Fast moving consumer goods companies penetrating low-income markets in South Africa Polterauer, Christoph Luiz, John FMCGs South Africa Base of the Pyramid Market Penetration Innovation This research explores the challenges and opportunities for Fast Moving Consumer Goods (FMCG) companies in penetrating low-income markets in South Africa, particularly focusing on the base of the pyramid (BoP). Employing qualitative, exploratory methods, the study involved in-depth interviews with industry experts to understand the strategic approaches FMCGs can adopt for successful market entry and growth. The findings reveal significant hurdles in distribution and accessibility, stemming from infrastructural deficits and diverse consumer behaviours. Nonetheless, the BoP market presents substantial opportunities for growth through innovative, culturally sensitive, and sustainable business practices. It highlights the importance of local market understanding and suggests innovative product and service solutions tailored to the unique demands of low-income consumers. The research concludes that FMCGs can achieve success in these challenging markets by employing strategies that are not only commercially viable but also socially responsible, aligning with sustainable and ethical business practices to tap into the potential of South Africa's BoP markets. This study contributes to academic and practical understanding by offering a nuanced view of the FMCG sector in BoP markets, emphasizing the necessity of a balanced approach that combines strategic penetration, sustainable growth, and continuous innovation. 2025-03-26T09:43:11Z 2025-03-26T09:43:11Z 2024 2025-03-26T09:37:45Z Thesis / Dissertation Masters MA http://hdl.handle.net/11427/41249 en eng application/pdf Graduate School of Business (GSB) Faculty of Commerce University of Cape Town |
| spellingShingle | FMCGs South Africa Base of the Pyramid Market Penetration Innovation Polterauer, Christoph Fast moving consumer goods companies penetrating low-income markets in South Africa |
| thesis_degree_str | Master's |
| title | Fast moving consumer goods companies penetrating low-income markets in South Africa |
| title_full | Fast moving consumer goods companies penetrating low-income markets in South Africa |
| title_fullStr | Fast moving consumer goods companies penetrating low-income markets in South Africa |
| title_full_unstemmed | Fast moving consumer goods companies penetrating low-income markets in South Africa |
| title_short | Fast moving consumer goods companies penetrating low-income markets in South Africa |
| title_sort | fast moving consumer goods companies penetrating low income markets in south africa |
| topic | FMCGs South Africa Base of the Pyramid Market Penetration Innovation |
| url | http://hdl.handle.net/11427/41249 |
| work_keys_str_mv | AT polterauerchristoph fastmovingconsumergoodscompaniespenetratinglowincomemarketsinsouthafrica |