{"id":"https://openalex.org/W7204921629","doi":"https://doi.org/10.33094/ijssp.v18i1.2480","title":"Consumer behaviour at the bottom-of-the-pyramid: A systematic review of rural marketing, brand trust, and distribution challenges","display_name":"Consumer behaviour at the bottom-of-the-pyramid: A systematic review of rural marketing, brand trust, and distribution challenges","publication_year":2026,"publication_date":"2026-08-28","ids":{"openalex":"https://openalex.org/W7204921629","doi":"https://doi.org/10.33094/ijssp.v18i1.2480"},"language":"en","primary_location":{"id":"doi:10.33094/ijssp.v18i1.2480","doi":"https://doi.org/10.33094/ijssp.v18i1.2480","is_oa":true,"landing_page_url":"https://doi.org/10.33094/ijssp.v18i1.2480","pdf_url":"https://onlineacademicpress.com/index.php/IJSSP/article/download/2480/1179","source":{"id":"https://openalex.org/S4210228434","display_name":"International Journal of Social Sciences Perspectives","issn_l":"2577-7750","issn":["2577-7750"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Social Sciences Perspectives","raw_type":"journal-article"},"volume":null,"type":"review","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://onlineacademicpress.com/index.php/IJSSP/article/download/2480/1179","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5091473834","display_name":"Samira Nuzhat","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I96426537","display_name":"Bangladesh University of Professionals","ror":"https://ror.org/01zphyp78","country_code":"BD","type":"education","lineage":["https://openalex.org/I96426537"]}],"countries":["BD"],"is_corresponding":false,"raw_author_name":"Samira Nuzhat","raw_affiliation_strings":["Bangladesh University of Professionals, Dhaka, Bangladesh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Bangladesh University of Professionals, Dhaka, Bangladesh","institution_ids":["https://openalex.org/I96426537"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5143713540","display_name":"Rashed Chowdhury","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405267503","display_name":"University of Scholars","ror":"https://ror.org/031q5w946","country_code":"BD","type":"education","lineage":["https://openalex.org/I4405267503"]}],"countries":["BD"],"is_corresponding":false,"raw_author_name":"Rashed Chowdhury","raw_affiliation_strings":["Department of Business Administration, University of Scholars, Dhaka, Bangladesh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Business Administration, University of Scholars, Dhaka, Bangladesh","institution_ids":["https://openalex.org/I4405267503"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5143715574","display_name":"Tilottama Ahmed","orcid":"https://orcid.org/0009-0003-1462-8659","observed_orcids":["https://orcid.org/0009-0003-1462-8659"]},"institutions":[{"id":"https://openalex.org/I4405267503","display_name":"University of Scholars","ror":"https://ror.org/031q5w946","country_code":"BD","type":"education","lineage":["https://openalex.org/I4405267503"]}],"countries":["BD"],"is_corresponding":false,"raw_author_name":"Tilottama Ahmed","raw_affiliation_strings":["University of Scholars, Dhaka, Bangladesh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Scholars, Dhaka, Bangladesh","institution_ids":["https://openalex.org/I4405267503"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5148861669","display_name":"Md Nahid Alam","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405267503","display_name":"University of Scholars","ror":"https://ror.org/031q5w946","country_code":"BD","type":"education","lineage":["https://openalex.org/I4405267503"]}],"countries":["BD"],"is_corresponding":false,"raw_author_name":"Md Nahid Alam","raw_affiliation_strings":["Department of Business Administration, University of Scholars, Dhaka, Bangladesh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Business Administration, University of Scholars, Dhaka, Bangladesh","institution_ids":["https://openalex.org/I4405267503"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5066123261","display_name":"Jakiya Sultana","orcid":"https://orcid.org/0009-0006-7539-3816","observed_orcids":["https://orcid.org/0009-0006-7539-3816","https://orcid.org/0000-0002-7902-9505"]},"institutions":[{"id":"https://openalex.org/I4405267503","display_name":"University of Scholars","ror":"https://ror.org/031q5w946","country_code":"BD","type":"education","lineage":["https://openalex.org/I4405267503"]}],"countries":["BD"],"is_corresponding":false,"raw_author_name":"Jakiya Sultana","raw_affiliation_strings":["Department of Business Administration, University of Scholars, Dhaka, Bangladesh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Business Administration, University of Scholars, Dhaka, Bangladesh","institution_ids":["https://openalex.org/I4405267503"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5148928746","display_name":"S M Riyajul Hasan","orcid":"https://orcid.org/0009-0004-6514-327X","observed_orcids":["https://orcid.org/0009-0004-6514-327X"]},"institutions":[{"id":"https://openalex.org/I4405267503","display_name":"University of Scholars","ror":"https://ror.org/031q5w946","country_code":"BD","type":"education","lineage":["https://openalex.org/I4405267503"]}],"countries":["BD"],"is_corresponding":false,"raw_author_name":"S M Riyajul Hasan","raw_affiliation_strings":["Department of Business Administration, University of Scholars, Dhaka, Bangladesh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Business Administration, University of Scholars, Dhaka, Bangladesh","institution_ids":["https://openalex.org/I4405267503"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5150676403","display_name":"Farzana Rahman","orcid":"https://orcid.org/0009-0006-1385-199X","observed_orcids":["https://orcid.org/0009-0006-1385-199X"]},"institutions":[{"id":"https://openalex.org/I4402554010","display_name":"Chandpur Science and Technology University","ror":"https://ror.org/001nw2d36","country_code":"BD","type":"education","lineage":["https://openalex.org/I4402554010"]}],"countries":["BD"],"is_corresponding":false,"raw_author_name":"Farzana Rahman","raw_affiliation_strings":["Department of Business Administration, Chandpur Science and Technology University, Bangladesh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Business Administration, Chandpur Science and Technology University, Bangladesh","institution_ids":["https://openalex.org/I4402554010"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"18","issue":"1","first_page":"11","last_page":"23"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12786","display_name":"Innovation and Socioeconomic Development","score":0.9984999895095825,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12786","display_name":"Innovation and Socioeconomic Development","score":0.9984999895095825,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.000699999975040555,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/bottom-of-the-pyramid-consumers","display_name":"bottom of the pyramid consumers","score":0.8799999952316284},{"id":"https://openalex.org/keywords/rural-marketing","display_name":"rural marketing","score":0.7630000114440918},{"id":"https://openalex.org/keywords/brand-trust","display_name":"brand trust","score":0.9959999918937683},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.7250000238418579},{"id":"https://openalex.org/keywords/market-inclusion","display_name":"market inclusion","score":0.781000018119812},{"id":"https://openalex.org/keywords/perceived-value","display_name":"perceived value","score":0.7049999833106995},{"id":"https://openalex.org/keywords/digital-access","display_name":"digital access","score":0.7039999961853027},{"id":"https://openalex.org/keywords/access-to-finance","display_name":"access to finance","score":0.49399998784065247},{"id":"https://openalex.org/keywords/sustainable-development","display_name":"sustainable development","score":0.6330000162124634},{"id":"https://openalex.org/keywords/rural-entrepreneurship","display_name":"rural entrepreneurship","score":0.5730000138282776},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.3230000138282776}],"concepts":[{"id":"https://openalex.org/C2779575352","wikidata":"https://www.wikidata.org/wiki/Q809829","display_name":"Bottom of the pyramid","level":2,"score":0.6359000205993652},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6327000260353088},{"id":"https://openalex.org/C2780224610","wikidata":"https://www.wikidata.org/wiki/Q1530061","display_name":"Credibility","level":2,"score":0.5950999855995178},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5633000135421753},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.5295000076293945},{"id":"https://openalex.org/C30772137","wikidata":"https://www.wikidata.org/wiki/Q5164762","display_name":"Consumption (sociology)","level":2,"score":0.5077000260353088},{"id":"https://openalex.org/C110121322","wikidata":"https://www.wikidata.org/wiki/Q865811","display_name":"Distribution (mathematics)","level":2,"score":0.4916999936103821},{"id":"https://openalex.org/C14224292","wikidata":"https://www.wikidata.org/wiki/Q13600188","display_name":"Conceptual framework","level":2,"score":0.4887000024318695},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.4862000048160553},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.43290001153945923},{"id":"https://openalex.org/C2777617010","wikidata":"https://www.wikidata.org/wiki/Q18957","display_name":"Mainstream","level":2,"score":0.40610000491142273},{"id":"https://openalex.org/C22467394","wikidata":"https://www.wikidata.org/wiki/Q849359","display_name":"Multidisciplinary approach","level":2,"score":0.3596999943256378},{"id":"https://openalex.org/C129047720","wikidata":"https://www.wikidata.org/wiki/Q175185","display_name":"Rural area","level":2,"score":0.32899999618530273},{"id":"https://openalex.org/C134659438","wikidata":"https://www.wikidata.org/wiki/Q5853064","display_name":"Social exclusion","level":2,"score":0.3163999915122986},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.3163999915122986},{"id":"https://openalex.org/C2776770324","wikidata":"https://www.wikidata.org/wiki/Q477335","display_name":"Sustainable consumption","level":3,"score":0.31310001015663147},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3125999867916107},{"id":"https://openalex.org/C109359841","wikidata":"https://www.wikidata.org/wiki/Q728944","display_name":"Inclusion (mineral)","level":2,"score":0.31049999594688416},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.30889999866485596},{"id":"https://openalex.org/C13606891","wikidata":"https://www.wikidata.org/wiki/Q2623243","display_name":"Conceptual model","level":2,"score":0.3034999966621399},{"id":"https://openalex.org/C78244369","wikidata":"https://www.wikidata.org/wiki/Q104840706","display_name":"Added value","level":2,"score":0.30059999227523804},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.3005000054836273},{"id":"https://openalex.org/C78597825","wikidata":"https://www.wikidata.org/wiki/Q484847","display_name":"E-commerce","level":2,"score":0.296999990940094},{"id":"https://openalex.org/C27564746","wikidata":"https://www.wikidata.org/wiki/Q913709","display_name":"Market research","level":2,"score":0.29269999265670776},{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.29120001196861267},{"id":"https://openalex.org/C153701036","wikidata":"https://www.wikidata.org/wiki/Q659974","display_name":"Trustworthiness","level":2,"score":0.289000004529953},{"id":"https://openalex.org/C2780139300","wikidata":"https://www.wikidata.org/wiki/Q1935127","display_name":"Exchange value","level":3,"score":0.28040000796318054},{"id":"https://openalex.org/C552854447","wikidata":"https://www.wikidata.org/wiki/Q131201","display_name":"Sustainable development","level":2,"score":0.2802000045776367},{"id":"https://openalex.org/C119982944","wikidata":"https://www.wikidata.org/wiki/Q1394203","display_name":"Information economics","level":2,"score":0.2619999945163727},{"id":"https://openalex.org/C121087249","wikidata":"https://www.wikidata.org/wiki/Q546395","display_name":"Emerging markets","level":2,"score":0.2574000060558319}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.33094/ijssp.v18i1.2480","doi":"https://doi.org/10.33094/ijssp.v18i1.2480","is_oa":true,"landing_page_url":"https://doi.org/10.33094/ijssp.v18i1.2480","pdf_url":"https://onlineacademicpress.com/index.php/IJSSP/article/download/2480/1179","source":{"id":"https://openalex.org/S4210228434","display_name":"International Journal of Social Sciences Perspectives","issn_l":"2577-7750","issn":["2577-7750"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Social Sciences Perspectives","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.33094/ijssp.v18i1.2480","doi":"https://doi.org/10.33094/ijssp.v18i1.2480","is_oa":true,"landing_page_url":"https://doi.org/10.33094/ijssp.v18i1.2480","pdf_url":"https://onlineacademicpress.com/index.php/IJSSP/article/download/2480/1179","source":{"id":"https://openalex.org/S4210228434","display_name":"International Journal of Social Sciences Perspectives","issn_l":"2577-7750","issn":["2577-7750"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Social Sciences Perspectives","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/1","display_name":"No poverty","score":0.8928999900817871},{"id":"https://metadata.un.org/sdg/10","display_name":"Reduced inequalities","score":0.7578999996185303}],"study_designs":[{"id":"https://openalex.org/study-designs/systematic-review","display_name":"Systematic Review"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7204921629.pdf","grobid_xml":"https://content.openalex.org/works/W7204921629.grobid-xml"},"referenced_works_count":32,"referenced_works":["https://openalex.org/W2121854318","https://openalex.org/W2885369089","https://openalex.org/W2964523010","https://openalex.org/W4386960665","https://openalex.org/W4387337426","https://openalex.org/W4403691017","https://openalex.org/W4407546405","https://openalex.org/W4407923254","https://openalex.org/W4408788105","https://openalex.org/W4409290794","https://openalex.org/W4410517980","https://openalex.org/W4411042614","https://openalex.org/W4416818378","https://openalex.org/W7115179739","https://openalex.org/W7115693211","https://openalex.org/W7115897582","https://openalex.org/W7124434345","https://openalex.org/W7128000893","https://openalex.org/W7133762284","https://openalex.org/W7140181949","https://openalex.org/W7160416555","https://openalex.org/W7161572960","https://openalex.org/W7162191564","https://openalex.org/W7162286581","https://openalex.org/W7162314763","https://openalex.org/W7162338107","https://openalex.org/W7163074411","https://openalex.org/W7165488087","https://openalex.org/W7165488408","https://openalex.org/W7168353628","https://openalex.org/W7168427309","https://openalex.org/W7170135375"],"related_works":["https://openalex.org/W3029737983","https://openalex.org/W2796982783","https://openalex.org/W2926471274","https://openalex.org/W1981618835","https://openalex.org/W4238896526","https://openalex.org/W3174650006","https://openalex.org/W7012837957","https://openalex.org/W3132897451","https://openalex.org/W6967902591","https://openalex.org/W2885410467"],"abstract_inverted_index":{"This":[0,71],"systematic":[1],"review":[2,24,155],"examines":[3],"consumer":[4,41,54,80,99,182],"behaviour":[5],"at":[6,89],"the":[7,10,48,90,93],"bottom":[8,91],"of":[9,39,92,226],"pyramid":[11],"through":[12],"three":[13],"connected":[14],"domains:":[15],"rural":[16,27,84,159,235],"marketing,":[17,85],"brand":[18,82,108,184],"trust,":[19,83,185],"and":[20,68,86,120,130,169,186,197,200,207,216,229,239,245],"distribution":[21,87,187],"challenges.":[22],"The":[23,95,154,219],"treats":[25],"low-income":[26],"markets":[28],"as":[29,36,190,204],"socially":[30],"embedded":[31],"exchange":[32],"systems":[33],"rather":[34],"than":[35,104],"simplified":[37],"versions":[38],"mainstream":[40],"markets.":[42,247],"Using":[43],"a":[44,75],"comprehensive":[45],"literature":[46],"review,":[47],"study":[49,220],"systematically":[50],"integrates":[51],"insights":[52],"from":[53],"research":[55],"with":[56],"related":[57],"evidence":[58],"on":[59,102],"entrepreneurship,":[60],"digital":[61,170,196],"access,":[62,199],"governance,":[63],"knowledge":[64],"systems,":[65],"institutional":[66,121],"change,":[67],"sustainable":[69,217],"development.":[70],"broader":[72],"synthesis":[73],"provides":[74],"multidisciplinary":[76],"foundation":[77],"for":[78,233],"examining":[79],"behaviour,":[81,168,183],"challenges":[88,188],"pyramid.":[94],"findings":[96],"show":[97],"that":[98,158],"participation":[100,147,209],"depends":[101],"more":[103],"low":[105],"prices.":[106],"Trustworthy":[107],"signals,":[109],"perceived":[110],"value,":[111,193],"product":[112],"accessibility,":[113],"local":[114,194],"intermediation,":[115,195],"reliable":[116],"distribution,":[117],"information":[118,171],"quality,":[119],"credibility":[122],"jointly":[123],"shape":[124],"purchase":[125],"intention,":[126],"trial,":[127],"repeat":[128],"purchase,":[129],"market":[131,208,214],"inclusion.":[132],"Distribution":[133],"failures":[134],"weaken":[135],"value":[136],"even":[137,148],"when":[138,149,172],"products":[139,150],"are":[140,151],"affordable,":[141],"while":[142],"weak":[143],"trust":[144],"can":[145],"prevent":[146],"physically":[152],"available.":[153],"also":[156],"finds":[157],"consumers":[160],"actively":[161],"interpret":[162],"packaging,":[163],"origin,":[164],"social":[165],"recommendations,":[166],"retailer":[167],"evaluating":[173],"brands.":[174],"A":[175],"conceptual":[176],"framework":[177],"is":[178],"developed":[179],"in":[180],"which":[181],"act":[189],"contextual":[191],"drivers;":[192],"financial":[198],"inclusive":[201],"communication":[202],"operate":[203],"enabling":[205],"conditions;":[206],"links":[210],"these":[211],"forces":[212],"to":[213,242],"inclusion":[215],"performance.":[218],"contributes":[221],"an":[222],"integrated,":[223],"governance-aware":[224],"account":[225],"bottom-of-the-pyramid":[227],"consumption":[228],"offers":[230],"practical":[231],"direction":[232],"firms,":[234],"intermediaries,":[236],"development":[237],"actors,":[238],"policymakers":[240],"seeking":[241],"build":[243],"trustworthy":[244],"accessible":[246]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-09-02T00:00:00"}