Moumita Roy

Work place: Indian Institute of Social Welfare and Business Management, India

E-mail: roy.moumita@1609gmail.com

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Research Interests:

Biography

Moumita Roy, currently pursuing MBA from IISWBM with Business Analytics and Systems Management specialization. She had completed her graduation from MCKVIE, Liluah, Kolkata in Electronics and Communication Engineering. She had worked in Tata Communications Services Ltd. as Associate Software Engineer.

Author Articles
Multi Criteria Decision Making based Approach to Assist Marketers for Targeting BoPs Regarding Packaging Influenced Purchase during Covid-19

By Debadrita Panda Sabyasachi Mukhopadhyay Amit Kumar Bachhar Moumita Roy

DOI: https://doi.org/10.5815/ijisa.2022.03.01, Pub. Date: 8 Jun. 2022

This study has a novel approach to capture the attitude of Bottom of the Pyramid (BoP) consumers towards Packaging Influenced Purchase (PIP) during the Covid-19 crisis. Over the years, BoPs consumers have established themselves as an emerging market with ample growth and opportunities. The authors suggested a Multiple-Criteria Decision-Making (MCDM) based framework to assist marketers in targeting both urban and rural BoP consumers regarding PIP. Packaging elements and influence of family, extended family, peers have been included in the framework for gaining in-depth understanding. With a sample size of 100 from West Bengal, this focus group-based study can fulfil the BoP literature’s existing prominent research gap. Results indicate the difference in attitude for urban and rural BoPs towards PIP during this crisis. The fusion of MCDM based approach and relevant machine learning-based technique aims to assist marketers in identifying, formulating, and redefining an action plan.

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