Shopping orientations and their inter-relatedness: a study on the poor for CPGs

The poor, with a population of about four billion and a staggering annual purchasing power of US$6 trillion, qualify to be a significant market, particularly for the consumer-packaged goods (CPGs). The poor spend a substantial part of their incomes on CPGs by necessity and the quantity of CPGs consumed by them per annum, again, commensurate with the quantity of CPGs consumed annually by the other income groups. So, the poor seem promising to provide new growth avenues to the CPG firms provided that the firms understand the consumer behavior of poor well. This paper extends consumer behavior literature on the poor, which still is at a stage of nascence, on the aspect of their shopping predilections. Particularly it evaluates the price, quality and brand related shopping predilections of the poor for CPGs and then establishes the inter-relatedness amongst them.