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Brand Adoption by BoP Retailers

Sinha, Piyush Kumar, Gupta, Suraksha, Rawal, Saurabh (2017) Brand Adoption by BoP Retailers. Qualitative Marketing Research: An International Journal, 20 (2). pp. 181-207. ISSN 1352-2752. (doi:10.1108/QMR-07-2014-0056) (KAR id:53418)

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The purpose of this paper is to develop a framework to understand how bottom of the pyramid (BoP) retailers adopt brands who sell to a very different set of customers and are served through long indirect channels.


In this study, 60 retailers belonging to different villages of Central and North Gujarat were interviewed. The interviews were audio recorded, transcribed and analyzed. A grounded theory-based analysis was carried out.


The analysis brought out six criteria used by the retailers in selecting brands with demand for the brand as the most dominant factor. Other criteria included brand adoption by other retailers, profitability, influence of wholesaler/distributor and packaging.


Previous studies with regard to brand adoption by retailers have focused on large retailers who are approached directly by the brands. There is a lack of studies on how BoP retailers adopt brands. Most studies have approached the subject from a distribution perspective of reaching these markets.

Item Type: Article
DOI/Identification number: 10.1108/QMR-07-2014-0056
Uncontrolled keywords: Grounded theory, Distribution, Small retailers, Bottom of the pyramid (BoP), Brand adoption, Kirana
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Suraksha Gupta
Date Deposited: 14 Dec 2015 23:51 UTC
Last Modified: 09 Dec 2022 06:23 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Gupta, Suraksha.

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