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Abstract: Worldwide,
approximately 844 million people lack access to a basic drinking water service and an
estimated 1.8 billion rely on contaminated water. Despite the benefits of household
water treatment and storage (HWTS) for improving drinking water quality and reducing
diarrheal disease, demand remains low. Evidence on what works to increase use of HWTS
products is inconclusive, and ... read moreselecting marketing interventions is complicated by the
fact that stakeholders in the HWTS sector often have different goals. The objective of
this research was to identify optimal marketing strategies for household chlorination
programs in rural Haiti. I conducted four randomized experiments with households that
participated in an existing household chlorination program to measure the impact of
various marketing strategies on consumer demand, cost recovery, and cost-effectiveness.
I found evidence that three marketing interventions increased demand for chlorine:
chlorine subsidies, conditional bucket subsidies, and household visits. Other strategies
(promotional SMSs and conditional transfers of chlorine bottles and certificates) did
not have a positive effect on demand. No marketing strategy increased cost recovery
relative to the control group. The most cost-effective use of a subsidy is to offer
small price discounts. Stakeholders can use these findings to optimize their marketing
strategies for HWTS in rural Haiti, and lessons can be applied to marketing preventive
health products globally.
Thesis (Ph.D.)--Tufts
University, 2018.
Submitted to the Dept. of Civil
Engineering.
Advisor: Daniele
Lantagne.
Committee: Mark Woodin, Kelsey Jack, and
Clair Null.
Keywords: Environmental health,
Economics, and
Marketing.read less
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