Business Development in Emerging Markets: The Impact on spending behaviour of elderly caregivers of family members with HIV/AIDS in SA | Zendy

Christo Boshoff | Zendy; Bruce E Klemz | Zendy; N.E. Mazibuko | Zendy

Open Access

Business Development in Emerging Markets: The Impact on spending behaviour of elderly caregivers of family members with HIV/AIDS in SA

Author(s) -

Christo Boshoff,

Bruce E Klemz,

N.E. Mazibuko

Publication year - 2010

Publication title -

south african journal of economic and management sciences

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.277

H-Index - 17

eISSN - 2222-3436

pISSN - 1015-8812

DOI - 10.4102/sajems.v13i4.55

Subject(s) - emerging markets , stigma (botany) , business , health care , economic growth , continuum of care , human immunodeficiency virus (hiv) , interpersonal communication , coping (psychology) , development economics , medicine , economics , psychology , psychiatry , finance , family medicine , social psychology

Business development in emerging markets, known as the “base of the pyramid”, is not without financial risk and a key concern in South African communities are the costs associated with HIV/AIDS. Due to the enormous demand for healthcare, many governments have opted for home-based care systems. Caregivers are mainly older women and their financial survival is critically important. We found that as the patient’s illness progressed: 1) the cultural norm ubuntu led the caregiver to increase spending on the patient and a decreased spending on themselves and 2) the social pressure of stigma led to a very dramatic drop in direct interpersonal assistance to the patient and an increase in spending on themselves. Their resulting coping strategies and implications for economic development are discussed. Keywords - Emerging Markets, Cultural, Health Service

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