When considering the adoption of innovations process, low-income consumers can be classified as late adopters, that is, they prefer to wait for others to buy new products, minimizing their risk (Anderson & Billou
, 2007; Anderson & Markides, 2007; Prahalad, 2012).
It is not enough lowering prices and reduce attributes of products positioned to high class, and then offer them to the low-income consumers, since the lifestyle and buying behavior of these low-income consumers should be taken into consideration (Varadarajan, 2009) Ultimately, consumer awareness is also crucial to the adoption because, considering that the access and the understanding of traditional communications might not be so accessible to the BOP consumers (Barki & Parente, 2006), companies also need to innovate in the way they communicate their products and services (Anderson & Billou
ALTMAN; REGO; ROSS, 2009; ANDERSON; BILLOU
, 2007; KOTLER; ROBERTO; LEISNER, 2007; LODGE; WILSON, 2006; SEELOS; MAIR, 2007)
Ngo PT, Rumpel C, Dignae MF, Billou
D, Duc TT, Jouquet P (2011) Transformation of buffalo manure by composting or vermicomposting to rehabilitate degraded tropical soils.
The second feature race witnessed an upset as Style Icon, owned by Al Nasseriyeh, trained by Alan Smith and ridden by Andrew Billou
, scored a two-length victory over Ghazwa to claim the Shaikh Nawaf bin Rashid bin Isa Al Khalifa Cup for locally bred horses which also carried a cash prize of BD3,000.