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Although BOP markets have gained the attention of academicians and practitioners in recent years, there has been little focus on the younger generations’ perspective, especially in Africa, on the felt/unfelt change in their markets. This study follows a qualitative approach by conducting in-depth interviews with Generation Z consumers to better understand the recent advancements and challenges in service industries of one of the biggest BOP markets – Nigeria. This study suggests that the use of technology and investments in Nigeria have improved its service industries; however, six main challenges still exist, including inequality, unemployment, institutional weaknesses, lack of infrastructure, lack of trust and lack of safety. We contributed to 4As market framework by examining how these six main challenges directly impact awareness, access, availability, and affordability in service industries in Nigeria. This research also suggests that the uniqueness of BOP markets should be considered when customizing strategies, and that practitioners should reexamine their current efforts in BOP markets to become more effective and efficient with their innovations. We also aim to provide insights on various research ideas that academicians could further develop.

Bottom of the Pyramid (Bop) Younger Consumers’ Perspective of Service Industries: A Qualitative Exploration of Nigeria