Open AccessBusiness Development in Emerging Markets: The Impact on spending behaviour of elderly caregivers of family members with HIV/AIDS in SA
Author(s) -
Bruce R. Klemz,
Christo Boshoff,
N.E. Mazibuko
Publication year - 2010
Publication title -
suid-afrikaanse tydskrif vir ekonomiese en bestuurswetenskappe/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