Pump-priming markets at the base of the pyramid
A randomised controlled trial of push vs. pull marketing strategies in rural India
Even though marketers of better-quality, socially-beneficial products such as non-polluting stoves, water filters and ‘clean’ lights have attempted to make them more available and affordable to millions of rural consumers in developing countries, adoption rates remain very low. This study examines the effects of ‘pump-priming’ investments targeted at consumer behaviour change to promote the use of products that eliminate potentially lethal risks. The aim is to generate important insights to inform more effective marketing decisions and better crafting of outcome-based financial instruments.