000			01701nam a2200217 4500
999			_c51427 _d51427
003			OSt
005			20190612123549.0
008			190612b ||||| |||| 00| 0 eng d
100			_aSingh, Ramendra _933712
245			_aNon-deceptive deliberate purchase of brand lookalikes: a BOP customer value perspective
300			_a15-26 p.
520			_aIn this article, we unravel new insights about how bottom of pyramid (BOP) consumers derive value through purchase and consumption of deliberate lookalike brands. We analyse in-depth interview data of 12 BOP consumers and 8 BOP retailers from Mumbai, India, related to purchase and sales of counterfeit brands. Our results suggest three different themes that constitute the BOP customers’ value model for deliberate counterfeit purchases: (1) cost–benefit analysis, (2) status symbol, and (3) value for money. Our research provides fresh insights of how BOP consumers derive various aspects of value by balancing risks and returns from purchase of counterfeits, while also using these goods as status symbols. The managerial relevance of the research lies in leveraging BOP consumer insights on the value perceived in the use of deliberate lookalike brands, and how the customer value is embedded in BOP socio-economic context, which firms can leverage to tailor their communications to these segments.
653			_aDeliberate lookalikes
653			_aBrand
653			_aBottom of pyramid (BOP)
653			_aIndia
653			_aCustomer value
700			_aTrott, Sangeeta _933713
773	0		_029297 _974850 _aCHAKRABARTI, BHASKAR _dINDIAN INSTITUTE OF MANAGEMENT CALCUTTA CALCUTTA _o55510426 _tDECISION _x0304-0941
942			_2ddc _cJA-ARTICLE