Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

From Individual to Household Decision Making: A practical perspective on the BOP consumer in Africa

Published: May 24, 2023


James Lappeman, University of Cape Town; Nqobile Bundwini, University of Cape Town; Tendai Chikweche, Western Sydney University; Paul Egan, University of Cape Town


This paper proposes a new household-decision-making (HDM) model for base of pyramid (BOP) consumers in Africa. Many of the decision-making models focus on general consumer behaviour theory and BOP theory in particular. This study focuses on household decisions, which are far more characteristic of BOP consumer behaviour as an extension of recent work in the BOP domain. The study comprised of interviews with 61 households to explore decision-making, loyalty, budgeting, shopping and trade-offs. The findings included themes like the impact of situations and financial constraint on BoP decision-making and how different decisions are made based on whether operating in the formal or informal economy. Family obligation was observed to be a key factor as well as how functional illiteracy drives brand loyalty but also creates embarrassment. Word of mouth trumps all other sources of information and due to household complexity there is significant decisoion maker ambiguity making it hard to define a target audience in communication strategy. Brands are important but fundamental value is still key and financially there is unavoidable monthly variation making category trade-offs commonplace.