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Prahalad's Market Approach Impacting...

Bates, Marvin O., III.

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Prahalad's Market Approach Impacting Brand Loyalty in Base of the Pyramid Philippines.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Prahalad's Market Approach Impacting Brand Loyalty in Base of the Pyramid Philippines./
作者:	Bates, Marvin O., III.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
面頁冊數:	244 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.
Contained By:	Dissertation Abstracts International77-09A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10115796
ISBN:	9781339772721

Prahalad's Market Approach Impacting Brand Loyalty in Base of the Pyramid Philippines.
Bates, Marvin O., III.

Prahalad's Market Approach Impacting Brand Loyalty in Base of the Pyramid Philippines. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 244 p.

Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.

Thesis (D.B.A.)--Anderson University, 2016.

This research examined how Prahalad's market framework influenced brand loyalty in the Base of the Pyramid market of the Philippines. Previous economic classification studies described the World Economic Pyramid, defining the Base of the Pyramid (BoP) population segment as having annual incomes up to and including $3,000 USD per capita per year. This BoP market was estimated to hold $5 trillion in consumer purchasing power. Recognizing the importance of the BoP market in the world's economy, Prahalad proposed a market framework unique to the BoP market. Composed of four constructs -- awareness, affordability, access, and availability -- this framework was labeled Prahalad's 4As. Prahalad proposed that the 4As strategic framework was a more appropriate alternative to the traditional marketing framework of the 4Ps --- product, price, place and promotion. To date, limited market research has focused on brand loyalty in BoP markets. The present study was conducted first to examine Prahalad's 4As as a comprehensive set of constructs, and second to measure the impact of the 4As on brand loyalty in the BoP Philippines.

ISBN: 9781339772721Subjects--Topical Terms:

536353
Marketing.

Prahalad's Market Approach Impacting Brand Loyalty in Base of the Pyramid Philippines.
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500 $a Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.
500 $a Adviser: Tom A. Buckles.
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520 $a This research examined how Prahalad's market framework influenced brand loyalty in the Base of the Pyramid market of the Philippines. Previous economic classification studies described the World Economic Pyramid, defining the Base of the Pyramid (BoP) population segment as having annual incomes up to and including $3,000 USD per capita per year. This BoP market was estimated to hold $5 trillion in consumer purchasing power. Recognizing the importance of the BoP market in the world's economy, Prahalad proposed a market framework unique to the BoP market. Composed of four constructs -- awareness, affordability, access, and availability -- this framework was labeled Prahalad's 4As. Prahalad proposed that the 4As strategic framework was a more appropriate alternative to the traditional marketing framework of the 4Ps --- product, price, place and promotion. To date, limited market research has focused on brand loyalty in BoP markets. The present study was conducted first to examine Prahalad's 4As as a comprehensive set of constructs, and second to measure the impact of the 4As on brand loyalty in the BoP Philippines.
520 $a Using an online survey, usable responses were collected from 606 Philippine college students. Structural equation modeling was utilized to examine the relationship between Prahalad's constructs of awareness, affordability, access, and availability, and their combined impact on brand loyalty. Results showed that the four constructs were highly correlated. The two constructs of access and availability collapsed into the combined construct of presence, reflecting the consumers' perspective that the product is present in the marketplace, both in a store and on the shelf. Examining the impact on brand loyalty, both awareness of the branded product, and the affordability of the branded product were found to be positively related to brand loyalty; these findings support previous research studies, suggesting marketing practitioners need to focus on product awareness and product affordability to increase brand loyalty in BoP markets. While presence was not found to be related to brand loyalty, presence was found to be positively related to both awareness and affordability. Managerial implications are discussed, and topics for future research are presented.
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