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Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers
Dissertation (MBA)--University of Pretoria, 2012.
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University of Pretoria
2013
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| _version_ | 1867613481693347840 |
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| access_status_str | Open Access |
| author2 | Price, Gavin |
| author_browse | Price, Gavin |
| author_facet | Price, Gavin |
| collection | Thesis |
| dc_rights_str_mv | © 2011 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/26823 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:50.456Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/26823 Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers Price, Gavin ichelp@gibs.co.za Nel, Daniël Louis UCTD Bop Bottom of the pyramid General attitude The poor Managers Dissertation (MBA)--University of Pretoria, 2012. Investment in low income markets is increasing so too is a sense of controversy regarding poor markets. With BOP investment becoming many a firms’ strategy towards achieving growth, it is not clear to what extent managers’ attitudes to poor customers differ towards their attitudes towards middle-class customers. It is, however, well described that attitudes to poor people in a social context is negative and in some cases less favourable. It is postulated that business' mindset may be a barrier towards engaging with BOP markets despite the incentives and benefits that literature puts forward for marketing to the poor. Whether this attitude is negative, neutral, less favourable or similar is not well understood. The findings of this research project, can with a high level of confidence, report that the attitudes of a sample of managers do display a less favourable attitude towards a poor customer than is the case with a similar sample that is exposed to a wealthier customer. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T08:11:11Z 2012-09-27 2013-09-07T08:11:11Z 2012-03-08 2012-09-27 2012-07-29 Dissertation Nel, DL 2011, Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/26823 > F/12/4/746/zw http://hdl.handle.net/2263/26823 http://upetd.up.ac.za/thesis/available/etd-07292012-140023/ © 2011 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Bop Bottom of the pyramid General attitude The poor Managers Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers |
| title | Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers |
| title_full | Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers |
| title_fullStr | Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers |
| title_full_unstemmed | Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers |
| title_short | Managers’ less favourable attitude towards bottom of the pyramid (BOP) customers |
| title_sort | managers less favourable attitude towards bottom of the pyramid bop customers |
| topic | UCTD Bop Bottom of the pyramid General attitude The poor Managers |
| url | http://hdl.handle.net/2263/26823 http://upetd.up.ac.za/thesis/available/etd-07292012-140023/ |