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Role of Social Network in Defining the Impact of Marketing - Mix on Satisfaction from Food Items at Subsistence Marketplace


Affiliations
1 Post Doctoral Research Fellow, Indian Institute of Management (IIM) Calcutta, Joka, Diamond Harbour Road, Kolkata - 700 104, West Bengal, India
2 Associate Professor, Department of Management, Jamia Hamdard, Hamdard Nagar, New Delhi - 110 062, India
3 Assistant Professor, Department of Commerce, Dyal Singh College (Evening), Lodhi Road, Pragati Vihar, New Delhi - 110 003, India
     

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The current research study modified the traditional 4Ps (product, price, place, and promotion) of the marketing - mix model in an egalitarian manner for the consumers in subsistence or bottom of the pyramid (BOP) marketplace. For this study, subsistence marketplace was defined as composed of households earning less than ` 8000 per month and clustered in slum areas. A survey of such 600 households clustered in six different slum areas of Delhi was conducted. This study constructed the marketing - mix for non-core or compensatory construct of food items. This study not only redefined the marketing - mix, but also determined the impact of identified marketing- mix constructs on purchase satisfaction and analyzed whether the relationship was moderated by BOP consumers' participation in the social network. The key findings emerged in the form of a redefined marketing - mix comprising of : Value of Offer, Convenience, Quality Food, and Social Sources of Information. A significant direct influence of marketing mix variables on purchase satisfaction was observed. The participation in the social network significantly moderated the relationship between consumers' satisfaction and price-mix and promotional-mix elements. This study stressed the need to use the social network for ethical market exchanges. It marks an integral step towards the inclusion of the long-forgotten BOP market in the mainstream, thereby improving their standard of living. This paper makes an original contribution in the direction of the revival of existing Western marketing dynamics and the role of social networks in the context of subsistence marketplace.

Keywords

Bottom of the Pyramid (bop) or Subsistence Marketplace, Compensatory Construct of Food Items, Marketing - Mix, Purchase Satisfaction, and Social Network

Paper Submission Date : June 11, 2018 ; Paper sent back for Revision : January 15, 2019 ; Paper Acceptance Date : January 21, 2019

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  • Role of Social Network in Defining the Impact of Marketing - Mix on Satisfaction from Food Items at Subsistence Marketplace

Abstract Views: 232  |  PDF Views: 0

Authors

Yukti Sharma
Post Doctoral Research Fellow, Indian Institute of Management (IIM) Calcutta, Joka, Diamond Harbour Road, Kolkata - 700 104, West Bengal, India
Reshma Nasreen
Associate Professor, Department of Management, Jamia Hamdard, Hamdard Nagar, New Delhi - 110 062, India
Amit Kumar
Assistant Professor, Department of Commerce, Dyal Singh College (Evening), Lodhi Road, Pragati Vihar, New Delhi - 110 003, India

Abstract


The current research study modified the traditional 4Ps (product, price, place, and promotion) of the marketing - mix model in an egalitarian manner for the consumers in subsistence or bottom of the pyramid (BOP) marketplace. For this study, subsistence marketplace was defined as composed of households earning less than ` 8000 per month and clustered in slum areas. A survey of such 600 households clustered in six different slum areas of Delhi was conducted. This study constructed the marketing - mix for non-core or compensatory construct of food items. This study not only redefined the marketing - mix, but also determined the impact of identified marketing- mix constructs on purchase satisfaction and analyzed whether the relationship was moderated by BOP consumers' participation in the social network. The key findings emerged in the form of a redefined marketing - mix comprising of : Value of Offer, Convenience, Quality Food, and Social Sources of Information. A significant direct influence of marketing mix variables on purchase satisfaction was observed. The participation in the social network significantly moderated the relationship between consumers' satisfaction and price-mix and promotional-mix elements. This study stressed the need to use the social network for ethical market exchanges. It marks an integral step towards the inclusion of the long-forgotten BOP market in the mainstream, thereby improving their standard of living. This paper makes an original contribution in the direction of the revival of existing Western marketing dynamics and the role of social networks in the context of subsistence marketplace.

Keywords


Bottom of the Pyramid (bop) or Subsistence Marketplace, Compensatory Construct of Food Items, Marketing - Mix, Purchase Satisfaction, and Social Network

Paper Submission Date : June 11, 2018 ; Paper sent back for Revision : January 15, 2019 ; Paper Acceptance Date : January 21, 2019




DOI: https://doi.org/10.17010/ijom%2F2019%2Fv49%2Fi2%2F141579