Attitude of Bottom of the Pyramid Consumers Towards Packaging-Influenced Purchase Decision: An Opinion Mining-Based Approach

摘要

Due to the different schools of thought, studying the consumption behavior of the bottom of the pyramid (BoP) has become a potential research topic. This study aims to explore the attitude of BoPs towards packaging influenced purchase (PIP) decision. The packaging, sometimes called the 5th P of the marketing mix, plays a crucial part in the consumer behavior domain. The study is supposed to have significant managerial implications as it accounts for both urban and rural BoP consumers to capture their attitudes towards PIP. A state of India (i.e., West Bengal) selected for this study, successfully addresses the present research gap in the BoP domain. Opinion mining has been selected as a machine-learning-based technique to gain insight into the qualitative data collected from 100 BoP consumers. To validate the result, aspect-based sentiment analysis has been implemented. This study has successfully revealed BoP consumers’ attitude regarding making PIP-related decisions along with many other facts like ”who makes PIP decisions”, ”who influences PIP-related decisions”, ”which packaging attribute(s) mostly influence(s) PIP-related decisions” and so on. The comparative study between urban and rural BoP consumers reveals some interesting guidelines for the marketers.