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Study: Consumer preferences and uptake of household water treatment products in Cambodia

Consumer preferences and uptake of household water treatment products in Cambodia Dr. Mimi Jenkins designed and led a field study, with the assistance of UNC PhD candidate Martha Priedeman Skiles, to provide consumer-based insights and perspectives for improving the marketing, promotion and retail sales of the Rabbit Filter, produced by WaterSHED partner Hydrologic. The study sought to shed light on continued and sustained use of the Rabbit filter by purchasers and identify the competitive advantages, positioning and market segments for the Rabbit filter in the context of existing products available in rural and peri-urban Cambodia.

This study was a systematic qualitative investigation into Cambodian perceptions of water quality and of treatment behaviors and practices using in-depth individual interviews. Embedded within the larger study was a sub-study that focused on the perceptions, preferences and drivers of uptake for three specific commercial products in Cambodia: the Rabbit-brand ceramic water purifier (CWP); the 1001 Fontaines treated bottled water; and the PSI chlorine tablets, “Tuek Sovattapheup”.

Download the study