Vol. 11 No. 1 (2023): Business & Management Studies: An International Journal
Articles

Marketing to the bottom of the pyramid and the poverty marketplace in marketing science literature: A bibliometric research

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  • Şefika ÖZDEMİR
Şefika ÖZDEMİR
Assist. Prof. Dr., Süleyman Demirel University, Isparta, Turkiye
DOI: https://doi.org/10.15295/bmij.v11i1.2199

Published 2023-03-25

Keywords

  • Piramidin Tabanı Pazarlar, Piramidin Tabanına Pazarlama, Bibliyometrik Analiz, VOSviewer
  • Bottom of the Pyramid Markets, Marketing to the Bottom of the Pyramid, Bibliometric Analysis, VOSviewer

How to Cite

ÖZDEMİR, Şefika. (2023). Marketing to the bottom of the pyramid and the poverty marketplace in marketing science literature: A bibliometric research. Business & Management Studies: An International Journal, 11(1), 184–207. https://doi.org/10.15295/bmij.v11i1.2199

Copyright (c) 2023 Şefika ÖZDEMİR

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

Poor consumers draw attention as a market of considerable size, located at the bottom of the economic pyramid, whose consumer potential has not been fully utilized by companies and whose needs have not been fully met. According to population data, more than half of the world's population consists of individuals at the bottom of the pyramid, and these markets show a rapid growth trend. Consumers living on low wages in developing economies of less than $2 a day define individuals at the bottom of the pyramid. Marketing strategies are designed in this area for the individuals at the bottom of the pyramid to integrate into the global market economy and benefit from it. Therefore, marketing strategies are a solution proposal for poverty alleviation and economic and social development. There are many academic studies in business and marketing on the bottom of the pyramid markets and the strategies for these markets. In the research, a bibliometric analysis of the studies in this field was carried out according to the determined criteria to reveal the academic interest and work intensity related to marketing at the bottom of the pyramid. Publications in the Web of Science (WoS) database were used for bibliometric analysis. In order to perform the scientific mapping of the data, the findings were evaluated by making co-authorship, co-creation, bibliographic matching, citation, and co-citation analyses of the publications related to marketing at the bottom of the pyramid in the VOSviwer 1.6.18 program.

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