Exploring the reactions of the bottom of the pyramid consumers when protecting consumer rights

Abstract

Purpose: Supposedly the popular belief that customers actively participate in market activity, is not always the case. This is primarily due to marketers' poor consideration of consumer rights protection and a lack of awareness about the issue among both marketers and consumers. This is especially evident in developing-country markets like Sri Lanka, where certain consumer segments, such as those at the Bottom of the Pyramid (BOP), face limited consumption opportunities, making them vulnerable. As a result, the goal of this study is to investigate BOP customers' attempts to act against violations of consumer rights in an environment defined by constrained spending patterns.

Design/methodology/approach: In-depth interviews were conducted with twenty participants from vulnerable populations in Sri Lanka's southern province. The participants were chosen using a non-probabilistic snowball sampling method, and the data was analyzed thematically. 

Findings: According to the study, there are two basic categories of attempts exhibited by the Bop population when acting against the violation of consumer rights. The expressive approach and the silent approach are the two approaches. Under each approach, sub-themes were identified.

Originality: Although a consumer protection mechanism exists, it does not always provide adequate protection to consumers in the BOP sectors, adding to greater vulnerability and disparities in the marketplace.

Implications: According to the findings of the study educating vulnerable groups about their consumer rights protections and the actions they can take when their rights are violated is crucial. It is also important to ensure that all layers of regulatory bodies are actively involved in safeguarding their rights.

Keywords: BOP consumers, Vulnerability, Consumer rights