BoPMLPIP: Application of Classification Techniques to Explore the Impact of PIP among BoPs

This study tries to gain insight into the effect of demographic and psychological variables on Bottom Pyramid (BoP) consumers for making Packaging Influenced Purchase (PIP) decisions by focusing two specific consumer behaviour theories - compensatory consumption consumers’ resistance. Being product's face, packaging contributes heavily above mentioned streams behaviour. A collection ten four have been administered a sample 1400 BoP explore their behind PIP selected FMCG products. Various classification techniques deployed capture impact these variables. experimental research design revealed that both affect PIP. The comparison between urban rural BoPs potentially comes with guidelines practical marketing implications.