Hélène Gorge & Nil Özçağlar-Toulouse. Paper published in Décisions Marketing n°72, Octobre-Décembre 2013.
Consumption experiences of French poor people: knowledge from the Bottom of Pyramid and the Transformative Consumer Research
This article puts into perspective the challenges of the two existing approaches on poverty: the Bottom of Pyramid and the Transformative Consumer Research. To do so, we explore the experiences of French poor people, a recent category of consumers in marketing. Evolving in a disadvantaging system of consumption, these consumers maintain a relation with consumption that we have analyzed from two angles: the issue of needs and the one of competences.
Read full paper (in French) on: http://www.editions-ems.fr/revues/decisions-marketing/articlerevue/1061-exp%C3%A9riences-de-consommation-des-individus-pauvres-en-france-apports-du-bas-de-la-pyramide-et-de-la-transformative-consumer-research.html