The LOP Market

The lowest of the pyramid (LOP) market is outlined as an aggregate of customers that have comparatively low income levels (Prahalad, 2012). This market has within the past few years received multiplied attention to marketers and policymakers (Haddad, and Sadegh; 2012). In this regard, many product and services are designed exclusively and marketed for LOP customers. As an example, internet, mobile communications, computer code and health care marketed to LOP markets in the geographic region, in Africa and South Asia (Guesalaga and Marshall, 2008; Schuster and Holtbriigge, 2012; Subrahmanyan and Gomez-Arias, 2008). These products and services enable LOP customers' participation in consumption practices that reduce their economic condition levels

Microcredit defined as "to offer of little loans to poor people with the goal of serving for them has interacted with economic activities" (Southwold-Llewellyn, 2004). LOP customers usually have restricted access to capital provided by traditional banking establishments. Microcredit provides credit access to economically less disadvantaged customers that have to LOP customers, thereby reducing their monetary exclusion. In recent years, it's argued that the LOP market includes many sub-segments, a number of that is rural communities, small farmers, landless laborers and slum dwellers (Anderson et al., 2010; Prahalad, 2012; Schuster and Holtbriigge, 2012). In this respect, youth living in war-affected regions can be considered as belonging to the LOP market, as their ability options similar to other LOP markets. These options usually embrace poor infrastructure, restricted income, loose legal framework and inadequate rights to property (Anderson et al., 2010). As these youths are in dire need of credit to take part in business activities and earn their livelihood, microcredit may probably serve their immediate monetary

Also, a getting power parity people of more than $5 trillion live among them (Prahalad, 2012). So, businesses have chances to focus on economically less capable people and to style marketing activities that serve these people. This broad phase is known because of the "Lowest of the Pyramid Market" (LOP) (Prahalad, 2010). Serving the LOP markets to contribute to companies' profits and to reconstruct the lives of vulnerable people, therefore benefiting each business and the society at the giant (Chikweche et al., 2012). Despite the large size and a significant purchasing power of the LOP market, very little understanding about customers' purchase behavior during this broader phase (Barki and Parente, 2010) significant differences exist on the purchases of the LOP market and people within the middle and high ends of the market in terms of their attitudes, perceptions, purchase behavior and purchase practices of product and services (Khavul et al., 2013). Though value looks to an outstanding determinant of their purchase decisions, there are different factors, like education, Area of Residence, culture, and faith that have an effect on their buying behavior (Pitta et al., 2008). As an example, Dey et al. (2013) show that rural farmers in Bangladesh use mobile phones; but their lack of technical experience shall be a major deterrent