Clean cooking in Haiti: Urban and peri-urban consumer segmentation
Through the Haiti Cookstoves and Clean Energy Market Project, the Clean Cooking Alliance worked closely with Dalberg to develop a consumer preferences study on the clean cooking market in urban and per-urban areas of Haiti. The 78-page study was based on quantitative data that was collected among 3,105 households across six cities and supplemented with qualitative data through expert interviews and focus group discussions. The study identified five consumer segments that each have distinct behavioral and socioeconomic characteristics, which inform their cooking preferences and needs. In addition, a market opportunity analysis enabled the project to share tailored marketing and product strategies for each segment. This study will inform the design of the project’s demand-generation activities to ensure that each segment is uniquely targeted and ultimately drive a transition to cleaner and more efficient cookstoves and fuels among consumers.