Bottom-of-the-Pyramid Marketing in Kenya: Might Word-of-Mouth Communication be the Critical Driver?

Abstract

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 platforms. Empirical evidence from Kenyan urban and rural BOP markets, including case studies such as M-Pesa, Kaskazi Network Ltd, and low-cost health interventions, demonstrates the centrality of WOM in driving product awareness, adoption, and loyalty. The review concludes by highlighting gaps in the literature, including the need for longitudinal, empirical, and cross- cultural studies, and offers implications for marketers and policymakers seeking to design effective, socially responsible strategies for engaging Kenya’s BOP consumers. Overall, the findings suggest that leveraging WOM, integrated with affordability, accessibility, and appropriate digital tools, can significantly enhance marketing effectiveness in low- income contexts.

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