Urban and Rural Pyramid Base Market in Norte de Santander, Colombia

The Pyramid Base (BoP) market or the poor market, has become a market segment of interest to companies worldwide. In Colombia, it represents over 60% of the population. The article analyzes the cultural, social and psychological factors that in Auence the consumption behavior of BoP people residing...

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Bibliographic Details
Published in:	Revista venezolana de gerencia Vol. 21; no. 76; p. 709
Main Authors:	Ontreras Velásquez, Julio César, Wilches Duran, Sandra Yaneth, Delgado Rangel, Monica, Cerda Carrasco, Marcos
Format:	Journal Article
Language:	English
Published:	Maracaibo 01-01-2016
Subjects:	Consumption Low income groups Market segmentation Market segments Market strategy Rural areas Social psychology Studies Urban areas Colombia
Online Access:	Get full text
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Summary:	The Pyramid Base (BoP) market or the poor market, has become a market segment of interest to companies worldwide. In Colombia, it represents over 60% of the population. The article analyzes the cultural, social and psychological factors that in Auence the consumption behavior of BoP people residing in rural and urban areas in the Norte de Santander department. The paradigm is deductive-logical positivist. The data analyzed come from a questionnaire applied to a sample of 2,394 people. The chi-square test, with significance level α = 0.05, is used to contrast hypotheses of association between the independent variable, residence zone (urban and rural) and dependent variables (cultural, social and psychological factors). Those of nominal type and for those of ordinal or continuous type, the Mann-Whitney U test. The results show that in all the dependent variables analyzed, except the level of income, there are significant differences between consumers in urban areas and those in rural areas. This result serves as a basis for companies that want to offer products or services to the market segment of the BoP, for the design of marketing strategies that suit urban and rural consumers.
ISSN:	1315-9984