Distribution of Chujio Ceramic Water Purifier through a Basket of Goods Model in Rural Kenya, 2012.
Evaluation of a Pilot Partnership between Chujio Ceramics and the Safe Water and AIDS Project.
Prepared for: PATH; Prepared by: Abt Associates Inc.
Introduction – PATH’s Safe Water Project (SWP) aims to assess gaps in the household water treatment and safe storage market and to determine how well private sector companies can successfully and sustainably reach lower-income consumers with effective household water treatment and safe storage (HWTS) products.
The basket-of-goods model is one of a number of pilot projects that PATH and partners undertook in Kenya and other countries to find ways of overcoming distribution and marketing barriers that make it difficult for manufacturers of household water treatment and safe storage products to penetrate lowerincome markets. Abt Associates lead the evaluation of the SWP pilots.
Objectives of the Pilot – The basket-of-goods model piloted in Kenya seeks to test whether a network of micro-entrepreneurs distributing a basket of health and household products, such as the vendor network of the Safe Water and Aids Project (SWAP), can be leveraged to promote and distribute the Chujio ceramic water purifier to consumers sustainably, and the extent to which such a model can increase uptake and use of the ceramic water purifier among low- and middle-income consumers.
The key questions for the basket-of-goods model are:
- What would be an acceptable price that consumers are willing to pay for the Chujio filter?
- What is the impact of the introduction of the Chujio filter on uptake and on correct and consistent use of HWTS by households in the intervention area?
- What are the triggers, motivating factors for and barriers to using the Chujio filter to provide safe household water?
- What are the attitudes of the vendors toward the Chujio filters and the barriers and facilitating factors they faced in the sales process?
Pilot Description - The basket-of-goods pilot of the SWP was implemented in the Nyanza and Western provinces of Kenya. The pilot was implemented in partnership with Chujio Ceramics, the manufacturer of the Chujio ceramic water pot (CWP) filter, and SWAP, a non-governmental organization managing a network of vendors selling a basket of health and household products door-to-door. The pilot was implemented for seven months from December 2010 to June 2011 and covered an estimated 56,000 households1 through the 800 SWAP groups in Nyanza province.