Publisher's Synopsis
Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 72.00, University of Lincoln, course: Dissertation, language: English, comment: This Thesis of Master of Business Administration (MBA) received Distinction. It got nice comments from teachers by being a PhD quality work ( exceptional Theoretical Contribution)., abstract: People in the BRICS and emerging countries, who live on less than $2 per day, represent the so called "Bottom of the Pyramid (BOP)." This BOP, an untapped market for Multi-National Corporations (MNCs) and large local firms, constitutes a $5 trillion global consumer market. Therefore, this BOP market represents immense opportunities for BRICS businesses, and lessons learnt from the BOP market can represent global opportunities. Moreover, there are some traditional assumptions that poor people of BOP market do not like to adopt an innovation easily, and also that they are not brand conscious. However, there are contrary beliefs that poor people of BOP market are brand conscious. Therefore, Community Information Centre (CIC) of Grameenphone, an innovation in the BOP market of Bangladesh, is considered as a case study in this research to investigate how the brand as a consumer preference of internet services of Grameenphone influences the adoption of an innovation like CIC in the BOP market of Bangladesh. Thus, it is necessary to investigate about the influence of consumer preferences on the adoption of an innovation. However, there were few studies specifically investigating how consumer preferences influence the attributes of an innovation. In order to link the gap in understanding, an exploratory study utilising semi-structured interviews was conducted. A conceptual framework was constructed in order to deal with two major objectives in this research 1) The attributes of innovation which lead consumers to adopt an innovation like CIC in the BOP mar
