Gurprit Kindra Will Examine the Consumption Patterns of ‘Bottom-of-Pyramid’ Consumers in India

Professor Gurprit Kindra will use a new research grant to examine the consumption patterns and behaviours of consumers at the “Bottom-of-the-Pyramid” (BOP) in India. There have been numerous calls for studies that reflect the perspectives of poor consumers located at the low end of the market in emerging economies but very little research has been undertaken to date. Improved knowledge of India’s BOP consumers will assist Canadian and Indian business to better serve this large, emerging segment of the market.

The work was awarded a $6,000 grant from the University of Ottawa’s Research Development Program and an equivalent amount in matching funds from the School of Management Research Fund.