International Journal of Education and Social Science (IJESS)

This paper studies how marketing 4As (acceptability, affordability, accessibility, and awareness) have been integrated in a business course to teach student how to serve customers at the base of pyramid (BOP). The BOP market issue was approached from a business perspective. One part of the course is dedicated to introduce the BOP consumers, who are the world’s four billion low-income consumers living at the bottom of pyramid. Another part of the course addresses how businesses and enterprises approach this large and relatively ignored market. Currently, an increasing number of companies are developing business strategies to reach those living at the bottom. The study indicates a need for the education of business students, the future business leaders, about the BOP consumer behaviors and market segments, as well as the types of products and business models for this special group of consumers.