Door to Door Marketing of Chlorine Tablets

Principal Investigators: Anita Mukherjee & Camille Boudot
Research Team: Anisha Singh
LEAD Centre: Centre for Microfinance (CMF)
Focus Area: Livelihoods
Project Geography: Hyderabad, Telangana
Partner: SAFA
Status: Ongoing

Background:

Many poor individuals engage heavily with non-governmental organizations to learn about and purchase positive externality products such as mosquito nets, clean cooking stoves, or water treatment technologies such as chlorine tablets. These interactions typically take place door-to-door, however, where individuals may face pressure to purchase the product being sold perhaps due to guilt at saying “no”, wanting to maintain a positive relationship with the marketer, or other such concerns. We use a randomized controlled trial to examine the influence of purchasing out of pressure, rather than genuine demand for the product alone, on product usage.