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International Journal of Intelligent Systems and Applications(IJISA)

ISSN: 2074-904X (Print), ISSN: 2074-9058 (Online)

Published By: MECS Press

IJISA Vol.14, No.3, Jun. 2022

Multi Criteria Decision Making based Approach to Assist Marketers for Targeting BoPs Regarding Packaging Influenced Purchase during Covid-19

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Author(s)

Debadrita Panda, Sabyasachi Mukhopadhyay, Amit Kumar Bachhar, Moumita Roy

Index Terms

Bottom of the Pyramid (BoP);Emerging markets;MCDM;West Bengal;India;Covid-19

Abstract

This study has a novel approach to capture the attitude of Bottom of the Pyramid (BoP) consumers towards Packaging Influenced Purchase (PIP) during the Covid-19 crisis. Over the years, BoPs consumers have established themselves as an emerging market with ample growth and opportunities. The authors suggested a Multiple-Criteria Decision-Making (MCDM) based framework to assist marketers in targeting both urban and rural BoP consumers regarding PIP. Packaging elements and influence of family, extended family, peers have been included in the framework for gaining in-depth understanding. With a sample size of 100 from West Bengal, this focus group-based study can fulfil the BoP literature’s existing prominent research gap. Results indicate the difference in attitude for urban and rural BoPs towards PIP during this crisis. The fusion of MCDM based approach and relevant machine learning-based technique aims to assist marketers in identifying, formulating, and redefining an action plan.

Cite This Paper

Debadrita Panda, Sabyasachi Mukhopadhyay, Amit Kumar Bachhar, Moumita Roy, "Multi Criteria Decision Making based Approach to Assist Marketers for Targeting BoPs Regarding Packaging Influenced Purchase during Covid-19", International Journal of Intelligent Systems and Applications(IJISA), Vol.14, No.3, pp.1-17, 2022. DOI: 10.5815/ijisa.2022.03.01

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