South African Journal of Economic and Management Sciences
On-line version ISSN 1015-8812
KLEMZ, Bruce R; BOSHOFF, Christo and MAZIBUKO, Noxolo-Eileen. Business development in emerging markets: the impact on spending behaviour of elderly caregivers of family members with HIV/AIDS in SA. S. Afr. j. econ. manag. sci. [online]. 2010, vol.13, n.4, pp. 464-476. ISSN 1015-8812.
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 services.