Improving the Use of Health Products: A Sales Experiment with Chlorine Tablets in India

44 Pages Posted: 6 Apr 2017 Last revised: 9 Oct 2019

See all articles by Camille Boudot

Camille Boudot

University of Edinburgh

Anita Mukherjee

Wisconsin School of Business

Date Written: October 10, 2019

Abstract

We test a door-to-door marketing intervention aimed to increase use of a tar- geted health product, in our setting chlorine tablets for drinking water purification. Specifically, we examine three treatments in which this good is: (1) sold alone, (2) sold alongside a familiar and cheaper side good that is priced at its retail value; and (3) sold alongside the same side good that is priced on a promotional offer. The side good when sold at retail price is intended to be an “opt-out” good to reduce the marketing pressure, which should in turn reduce the amount of products sold that go unused. When the side good is sold on promotion, however, we hypothesize that it reintroduces marketing pressure due to the “gift” aspect of the promotion. Consistent with this hypothesis, we find the total chlorine use is nearly double in the second condition compared to the other two conditions. Our results suggest that household valuation of a new product is shaped by both the presence and the price of a side good due to marketing pressure.

Keywords: door-to-door marketing, health, technology adoption, chlorination

JEL Classification: C93, D12, I11, M31, O12

Suggested Citation

Boudot, Camille and Mukherjee, Anita, Improving the Use of Health Products: A Sales Experiment with Chlorine Tablets in India (October 10, 2019). Available at SSRN: https://ssrn.com/abstract=2946476 or http://dx.doi.org/10.2139/ssrn.2946476

Camille Boudot

University of Edinburgh ( email )

Old College
South Bridge
Edinburgh, Scotland EH8 9JY
United Kingdom

Anita Mukherjee (Contact Author)

Wisconsin School of Business ( email )

975 University Avenue
Madison, WI 53706
United States

HOME PAGE: http://www.anitamukherjee.com

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