I.J. Intelligent Systems and Applications, 2022, 3, 1-17 Published Online June 2022 in MECS (http://www.mecs-press.org/) DOI: 10.5815/ijisa.2022.03.01 Copyright © 2022 MECS I.J. Intelligent Systems and Applications, 2022, 3, 1-17 Multi Criteria Decision Making based Approach to Assist Marketers for Targeting BoPs Regarding Packaging Influenced Purchase during Covid-19 Debadrita Panda Assistant Professor, MAKAUT, India ORCID: 000-0002-1834-6777 E-mail: debadritapanada1@gmail.com Sabyasachi Mukhopadhyay Assistant Professor, BIMS Kolkata, India E-mail: mukhopadhyaysabyasachi@gmail.com Amit Kumar Bachhar MBA, Indian Institute of Social Welfare and Business Management, India E-mail: amitbachhar12@gmail.com Moumita Roy MBA, Indian Institute of Social Welfare and Business Management, India E-mail: roy.moumita@1609gmail.com Received: 30 January 2022; Accepted: 14 March 2022; Published: 08 June 2022 Abstract: This study has a novel approach to capture the attitude of Bottom of the Pyramid (BoP) consumers towards Packaging Influenced Purchase (PIP) during the Covid-19 crisis. Over the years, BoPs consumers have established themselves as an emerging market with ample growth and opportunities. The authors suggested a Multiple-Criteria Decision-Making (MCDM) based framework to assist marketers in targeting both urban and rural BoP consumers regarding PIP. Packaging elements and influence of family, extended family, peers have been included in the framework for gaining in-depth understanding. With a sample size of 100 from West Bengal, this focus group-based study can fulfil the BoP literature’s existing prominent research gap. Results indicate the difference in attitude for urban and rural BoPs towards PIP during this crisis. The fusion of MCDM based approach and relevant machine learning- based technique aims to assist marketers in identifying, formulating, and redefining an action plan. Index Terms: Bottom of the Pyramid (BoP), Emerging markets, MCDM, West Ben- gal, India, Covid-19. 1. Introduction The "subsistence market" refers to people who earn a per-capita income of less than $2 a day [1]. It accounts for two-thirds of the world population living on an annual per capita income below $1500, the minimum amount required to lead a decent life [2]. In recent times, this definition has further expanded to per-capita income of less than $2.50 a day [3]. As per [4], these are the consumers surviving on less than $2 to $8 a day or $3,000 annual per capita income. This huge subsistence market suffers from a lack of resources, basic amenities, and limited access to the available resource, education, low quality of life [5]. Due to its huge size, this segment has been perceived as an opportunity by the marketers as a potential consumer base. The main idea has originated from the concept of inclusive capitalism, where businesses can offer exclusive solutions to this segment which can improve their lifestyle, reduce poverty levels along with causing profitability for businesses. Ultimately it aims to create a mutually beneficial situation for both business and consumers [6] has highlighted the growth rate of this emerging market by stating that the GDP of the emerging markets would surpass all developed markets by 2035. India, the largest home of BoP consumers, has be- come one of the leading emerging markets with the world’s third-largest market based on purchasing power parity index. This has further gained the attention of researchers and marketers, which leads to further research in this domain.