Current Trends in Business Management(CTBM)

Department of Business Administration, Maseno University, Kenya

Publications

• Review Article   
  Bottom-of-the-Pyramid Marketing in Kenya: Might Word-of-Mouth Communication be the Critical Driver?
  Author(s): Fredrick Onyango Aila*
  
  The Bottom-of-the-Pyramid (BOP) market represents a substantial yet underserved segment of consumers in Kenya, characterized by low income, high price sensitivity, and reliance on informal networks. Traditional marketing approaches focusing on mass media and formal advertising often fail to generate sustained adoption and loyalty among these populations. This literature review synthesizes existing research on BOP marketing globally and within Kenya, with a particular focus on the role of word-of-mouth (WOM) communication as a potential primary driver of consumer behavior. The review identifies key mechanisms through which WOM influences adoption, including trust and credibility, social learning, network density, and emotional attachment. Additionally, it examines the interaction between WOM and formal marketing channels, and the emerging role of digital amplification through mobile pl.. Read More»
  

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