Consumption Behaviour of Poor Consumers: A Bibliometric and Content Analysis

Abstract

The poor people segment has gained considerable scholarly attention, particularly after eight scholars established it as an untapped market. This study attempts to understand the nine consumption behaviours of a poor consumer. Therefore, we collate 384 scholarly papers indexed in the Scopus database, published during the period 1975–2020. Both evaluative and bibliometric relationship techniques, namely, Biblioshiny and VOSviewer, are utilized to understand the domain’s progress in the past 45 years. Besides this, content analysis is conducted via hand search to identify the most utilized research methods, popularly applied theories and most explored contexts. Results show that research in this field has grown exponentially, particularly after 2007, with research focusing on low-income consumers, bottom-of-pyramid consumers and mobile money users. The findings indicate this domain demonstrates skewed development, and there is a huge room for future studies.