Bottom of The Pyramid: A Study of the Consumer  Behavior Towards Self–Service Technologies in the  Banking Sector

Ankur Gangal; Ms Tvisha Gupta

Volume : III, Issue : III, March - 2013

Bottom of The Pyramid: A Study of the Consumer Behavior Towards Self–Service Technologies in the Banking Sector

Ankur Gangal, Ms Tvisha Gupta

Abstract :

Purpose: Dr C K Prahlad’s BOTP has inspired many a researchers and businesses alike. Our endeavor is to establish whether the intervention of Self Service Technologies at the BOTP will have an impact on the service delivery of Banks. We are examining the consumer behavior towards the SSTs at the BOTP. Methodology/Approach: We have divided a sample size of 150 into 5 segments: Autorickshaw Drivers, Sweepers, Industrial Laborers, Auto Mechanics and Vegetable Vendors. We have further elicited their response through a schedule. Findings: Banking services are demanded by the consumers at the BOTP; however, consumers in this segment do not demand SSTs.