HRIOP87 ASSESSMENT 4 SEMESTER 2 TOPIC 5 2024 The bottom-of-pyramid (BoP) segment represents the largest but poorest socio-economic group, often characterized by limited access to resources, financial instability, and restricted participation in formal ec

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Table of contents




Table of Contents
1 Introduction ............................................................................................................... 5

2 Background to the research study ................................................................................ 5

3 Problem Statement and Motivation for the Research ..................................................... 6

Problem statement .................................................................................................... 6

Motivation for the Research ........................................................................................ 7

4 Research Objectives ................................................................................................... 8

4.1 General research objective ................................................................................... 8

4.2 Specific research questions regarding the literature ................................................ 8

5 Literature review ......................................................................................................... 8

Introduction .............................................................................................................. 8

5.1 Financial Constraints and Consumer Well-being .................................................... 9

5.2 Opinions and Attitudes Toward Financial Challenges .............................................. 9

5.3 Coping Mechanisms for Financial Constraints...................................................... 10

5.4 Interventions to Improve BoP Consumer Well-being ............................................. 11

Section summary .................................................................................................... 11

6 Research Design ...................................................................................................... 12

6.1 Research Paradigm ............................................................................................ 12

1 Interpretivism .................................................................................................... 12

2 Rationale for Choosing Interpretivism ................................................................. 13

6.2 Research Approach ............................................................................................ 14

6.3 Research Method ............................................................................................... 14


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6.3.1 Research Setting .......................................................................................... 14

6.3.2 Entrée and establishing researcher roles. ...................................................... 16

Entrée ................................................................................................................. 16

Establishing Researcher Roles.................................................................................. 17

6.3.4 Data Collection Methods ................................................................................. 18

6.3.5 Recording of Data ............................................................................................ 19

6.3.6 Data Analysis .................................................................................................. 20

6.3.7 Strategies employed to ensure data quality and ethical considerations ............... 21

1. Strategies to Ensure Data Quality .......................................................................... 21

2. Ethical Considerations ......................................................................................... 22

6.3.8 Reporting ........................................................................................................ 23

7 Findings ................................................................................................................... 23

Key Financial Constraints Faced by Bottom-of-Pyramid (BoP) Consumers in South Africa
and Their Impact on Consumer Well-Being ................................................................ 24

1. Income Instability and Low Wages ......................................................................... 24

2. High Cost of Living Relative to Income ................................................................... 24

3. Limited Access to Financial Services ..................................................................... 24

4. High Debt Burden ................................................................................................. 25

5. Economic Marginalization .................................................................................... 25

Perceptions and Responses of Bottom-of-Pyramid (BoP) Consumers to Financial
Challenges Affecting Basic Needs ............................................................................ 26

Coping Mechanisms Used by Bottom-of-Pyramid (BoP) Consumers to Manage Financial
Constraints ............................................................................................................. 29

9 Conclusion, limitations, and recommendations ......................................................... 38




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Conclusion ............................................................................................................. 38

Limitations .............................................................................................................. 39

Recommendations .................................................................................................. 40

10 Reference List ........................................................................................................ 42




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