Unwrapped Voices: Thematic Mapping of Consumer Behavior at the Bottom of the Pyramid

Emerging countries are populated with low-income consumers. Academics and corporations have paid little attention to studies that would provide light on consumer behavior in these countries. To accomplish this gap, the study aims to critically evaluate the existing literature to obtain themes using SPAR-4-SLR protocol. Major themes that emerged from the findings are consumer decision making, brand strategy, micro-macro environment, product adoption, and role of technology. The study provides theoretical and practical insights to understand and mitigate the impact of poverty in Bottom of the Pyramid (BOP) marketplaces, offering recommendations for marketing executives and decision-makers.