The Next Four Billion: Market Size and Business Strategy at the Base of the Pyramid

Four billion low-income consumers - a majority of the world's population - constitute the base of the economic pyramid. New empirical measures of their aggregate purchasing power and their behavior as consumers suggest significant opportunities for market-based approaches to better meet their needs, increase their productivity and incomes, and empower their entry into the formal economy.

This report, based on unique access to the household income and consumption surveys of developing and transition countries, offers a new perspective on low-income communities worldwide. Drawing on income data from 110 countries and standardized expenditure data from 36 countries across the globe, The Next 4 Billion is an important first look at the market opportunity at the BOP. The analysis for the first time provides a quantitative assessment and characterization of BOP markets, by country and sector.

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