Abstract
Background: Bottom-of-the-pyramid (BOP) consumers’ significant discretionary purchases of
non-essential products, such as apparel, contribute to retail growth. In a turbulent retail
environment, store atmospherics presents an innovative cost-effective solution to incorporate
BOP consumers’ unique motivations for desired apparel behavioural intentions to grow
market share.
Aim: This study aims to fill the knowledge gap regarding a systematic review of store
atmospherics on urban BOP consumers’ apparel behavioural intentions in an emerging African
market. This study also proposes various purchase antecedents to attitudes, which drive
apparel behavioural intentions. The moderation effect of age is investigated to understand the
change in purchase antecedents related to attitudes among different urban BOP age groups.
Setting: Interviewer-administered surveys was conducted among urban BOP consumers in
Namibia’s main urban areas.
Method: A sample of 881 respondents was selected by purposive, interlocking and convenience
sampling methods. Covariance-based structural equation modelling (SEM) confirmed the
significant relationships between all constructs in the proposed model.
Results: The systematic link between store atmospherics and urban BOP apparel behavioural
intentions is primarily because of consumers’ perceived value, trust and attitudes. Urban BOP
consumers’ perceived value, anticipatory emotions and attitudes are moderated by age.
Conclusion: Overall, this study sheds light on the differences between young and old urban
BOP consumers and how they differ or coincide with age groups in more affluent segments. In
order to adequately segment the urban BOP market, apparel retailers should emphasise on
affordability, quality, emotional goal attainment and trust in their store atmospherics.
Contribution: In the broad context of store atmospherics, this study specifically uses age
categories as a lens to provide valuable insights concerning age differences in urban bottomof-
the-pyramid consumers’ perception of store atmospherics which influences their apparel
behavioural intentions. Further, this study solidifies that different age categories amongst
urban bottom-of-the-pyramid consumers bring forth different behavioural intentions to which
marketers should adapt their store atmospheric strategies.