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Networks traditionally have been studied in the context of areas such as industrial marketing in developed country markets and economics and sociology (focusing on livelihoods) in developing countries. There has been limited research on their influence on the decision making process of consumers as it applies to their engagement with firms that produce products at the BOP. This paper argues that among lower income groups in developing country markets - i.e. those at the Base Of the Pyramid (BOP), networks are a powerful force in the decision making of consumers and networks facilitate understanding the behaviour of consumers and their interaction with firms.
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