The Pyramid ( Bop )

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Bottom of the pyramid (BOP), a population that lives below the poverty line is now making news for being a potential profitable market. A global population of four billion spread across Africa, Asia, Eastern Europe and Latin America, where Asia holds the largest market amongst other BOP markets. Asia has a BOP population of approximately 2.86 billion, which is equal to 83% of the total population and $3.47 trillion market, which represents 42% of the total market. (World Sources Institute, 2007)

Pakistan, where 22.3% of the total population (, 2013) resides at the bottom of the pyramid, BOP consumers play an important role in the country’s economy. John May (2013) states that population growth is now being boosted by young adults. In Pakistan, the age group of 15 to 29 year olds termed as the ‘youth bulge’ represent 46.4% of the Pakistani population. This is seen as a growing concern since the youth bulge will require access to basic infrastructure such as education, health care and other basic needs and most importantly jobs. With growing political and economical instability in Pakistan, offering these needs may seem rather difficult.

With these growing problems and decreasing currency value, consumer-buying behaviour has evolved over time and has now become a more thoughtful process than ever before. This situation has struck hard on the BOP consumers, with the little money on hand that they have; living has become a stronger struggle. Obe and Barham

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