Market Segmentation: Improved Cookstoves and Clean Fuels in Guatemala
This study is one of a series commissioned by the Alliance to develop a better understanding of the demand landscape for cookstoves and fuels. These studies aim to assess and prioritize consumer segments most poised for adoption of clean and efficient cookstoves and fuels in a given country, gather a baseline of current stove and fuel usage among prioritized segments, and identify key factors that drive current usage patterns and the barriers that currently impede these segments from transition to cleaner stoves and fuels. These insights are then used to inform strategies around key factors related to effective marketing and sales of stoves and fuels, including messaging and promotion, pricing and payment schemes and distribution channels. This study focuses on Guatemala and examines opportunities and challenges for uptake of LPG and improved wood stoves.