Empirical comparisons of key innovation adoption models in the context of the Bottom of the Pyramid (BOP)

Understanding consumers at the so-called Bottom of the Pyramid (BOP) has attracted considerable research attention recently. In order to facilitate adoption of pro-poor innovations in the BOP, understanding the antecedents of... [ view full abstract ]

Understanding consumers at the so-called Bottom of the Pyramid (BOP) has attracted considerable research attention recently. In order to facilitate adoption of pro-poor innovations in the BOP, understanding the antecedents of innovation adoption is important. To understand the antecedents of innovation adoption, typically research has used a range of theoretical models, but these have typically been validated within western, developed contexts. This research contributes to the literature by empirically comparing seven highly cited consumer-based innovation adoption models in the context of a BOP market with a survey (n=311) conducted in Bangladesh. The findings of this research provide guidance to academics and managers on the key antecedents of innovation adoption within the BOP of a country. Therefore, this research contributes to our understanding of how to provide better quality products to the BOP market by providing one of the first empirical tests in the BOP context within the marketing literature. The findings have important private sector and public policy implications.