Risk reduction at the base of the pyramid

The role of access-based services

Tobias Schaefers, Roger Moser, Gopalakrishnan Narayanamurthy

Research output: Chapter in Book/Report/Conference proceedingConference abstract

Abstract

At the BoP, one key challenge is affordability of products
that could improve living conditions. We thus investigate the
opportunities of providing BoP consumers with access to
goods they could not afford to own. In an experimental study,
we examined the influence of access on purchase/usage
intention, the moderating role of income, and the mediating
role of risk perception. The results indicate that BoP consumers
exhibit a higher intention to access than to own and that this
effect is explained by the higher financial risk of ownership.
Additionally, intriguing findings regarding the moderation of
income were found.
Original languageEnglish
Title of host publicationEMAC 2015
Subtitle of host publicationCollaboration in Research
Place of PublicationLeuven
PublisherEuropean Marketing Academy
Number of pages1
ISBN (Print)9789082383390
Publication statusPublished - 27 May 2015
Externally publishedYes
EventEuropean Marketing Academy Annual Conference (44th :2015) - Leuven, Belgium
Duration: 26 May 201529 May 2015

Conference

ConferenceEuropean Marketing Academy Annual Conference (44th :2015)
CountryBelgium
CityLeuven
Period26/05/1529/05/15

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  • Cite this

    Schaefers, T., Moser, R., & Narayanamurthy, G. (2015). Risk reduction at the base of the pyramid: The role of access-based services. In EMAC 2015: Collaboration in Research Leuven: European Marketing Academy.