Aspirational consumption at the BOP

This study examines the factors that motivate both the rural and urban BOP consumers for engaging in aspirational consumption in spite of their socio-economic constraints. Data obtained from the qualitative interviews of 35 Indian BOP consumers were subjected to grounded theory for analysis. This study has put forth that the “poor man’s status”, “security comfort and advancement”, “social comparison”, and “worldly-wise” are the factors that motivate the poor bop consumers to indulge in aspirational consumption. This study has come out with a comprehensive model that can explain the aspirational consumption pattern at the BOP. It was also observed that location (urban/rural) has a moderating effect on relations of the above factors with aspirational consumption. This study advances BOP and consumer behaviour literature by examining an emergent domain of aspirational consumption at the BOP. Our study also outlines insightful practical and social implications.