Motivational drivers, spending habits, and penetration of pay-to-fetch water kiosks in rural Ghana

Safe water enterprises across the developing world are attempting to meet demand for a higher level of water service. Previously existing, frequently free, water sources can make it difficult for these businesses to convince consumers to use a better-quality source or capture sufficient revenue for cost recovery. For this reason, it is imperative to develop a realistic understanding of penetration for small-scale water utilities. A cross-sectional assessment of sixty rural communities was used to evaluate the market share of a private service provider in Ghana. Household survey results for motivations, willingness-to-pay, and actual spending were used to develop a customer profile. Distance, taste, appearance, and affordability were found to be the most common motivational drivers. Using this information, a Huff gravity model was developed to assess the actual and potential market share for the company in each community. While the model and actual results agreed that about 38% of respondents would be regular customers at the given price, the attractiveness of other sources would make it difficult to capture more than 58% of the sampled households, even if water was free. This illustrates the complexity of the water service ecosystem in a developing, rural context.

全球发展中国家中的安全用水企业正试图满足对更高水平用水服务的需求。以往存在的、通常免费的用水来源可能使得这些企业难以说服消费者使用更优质的供水源或为成本回收获取足够的收入。因此，深入理解小型水利用户的渗透率至关重要。通过对六十个农村社区进行的横断面评估，以评估加纳一家私营服务提供商的市场份额。利用家庭调查结果，包括动机、支付意愿和实际支出，构建了客户画像。距离、口感、外观和可负担性被认定为最普遍的动机驱动因素。据此，开发了Huff重力模型，以评估每个社区中公司的实际和潜在市场份额。尽管模型与实际结果均显示，约38%的受访者将在给定价格下成为常规客户，但其他水源的吸引力将使得公司难以吸引超过58%的样本家庭，即使水是免费的。这反映了发展中国家农村环境中水服务生态系统的复杂性。