According to the late Professor, even the poor can be considered good customers by marketers who believe that BOP is an unsold market.
Although they have a low-income level, they are discerning consumers who value and are aware of more affluent brands. Low income creates obstacles according to this school of thought.
He proposed:
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The Bottom of the Pyramid is a strategic concept coined by late professor C.K. Prahalad that emphasizes innovation at the grassroots levels of society.
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