Ghana Consumer Segmentation Study. Prepared for: The Global Alliance for Clean Cookstoves

Transcription

1 Ghana Consumer Segmentation Study Prepared for: The Global Alliance for Clean Cookstoves April

2 Project Motivation 3 billion people roughly 40% of the world population rely on solid fuels and inefficient traditional stoves for cooking. This results in significant negative health and social impacts: 1. Toxic fumes from burning solid fuels cause 4 million premature deaths annually (Global Burden of Disease Study 2010). 2. The increasing cost of supplying fuel is an economic burden for poor households, particularly for women. 3. Massive reliance on wood or charcoal as fuel worsens deforestation, soil erosion and natural disasters. The Global Alliance for Clean Cook stoves was launched in 2010 with the aim to address these problems and foster the adoption of clean cook stoves and fuels by 100 million households by The Alliance identified Ghana as one of 6 priority countries where a comprehensive range of market-enabling activities will be conducted in The Alliance commissioned Added Value to gather information that will help prioritize the market segments with the greatest adoption potential and to identify key success factors to maximize uptake (technology features, marketing messages, payments schemes, distribution channels ). 2

3 The Study was Conducted in Two Phases: Phase I: Consumer Segmentation Key Research Objective: To identify the 3 consumer segments with the greatest potential to reach scale for clean cook stove and fuel adoption in Ghana. Phase II: Qualitative Research & In-Field Testing Key Research Objective: To better understand the needs of users and to reveal the market triggers that can facilitate largescale and sustained uptake of clean cooking technologies. 3

4 Phase I: Consumer Segmentation 4

5 Phase I: Consumer Segmentation Background Foundations Overview of Previous Work Analysis of Income and Expenditure Segmentation with Income Distribution Refining by Geographic Area 5

6 Background 6

7 Objectives of the Consumer Segmentation Phase Key Research Objective: To identify the 3 consumer segments with the greatest potential to reach scale for clean cook stove and fuel adoption in Ghana. Research methodology: 1. Initial review of literature: scoping of previous research conducted by the Alliance and other qualified institutions in Ghana. 2. Expert interviews: interview of 3 local experts from the cookstove sector and/or the social marketing industry with a focus on the segmentation strategy. 3. GLSS 5 data analysis: in depth analysis of results from the 5th wave of the Ghana Living Standards Survey ( ). Main Deliverable from this Phase: Detailed recruitment criteria for the 3 priority consumer segments to be interviewed in the next phase of the study. 7

8 Key Considerations on GLSS5 data Unless otherwise specified the Fifth Round of the Ghana Living Standards Survey is the source of data for all tables and figures presented in this report. The GLSS 5 is a nation-wide survey which was conducted between September 2005 and September 2006 under the supervision of the Ghana Statistical Service, with support from the World Bank. The survey collected detailed socio-economic information including demography, health, employment, housing conditions, access to basic services, as well as income and expenditure. Although the publication of the data dates back to 2008, GLSS 5 was selected as the main source of data to build the consumer segmentation because: It provides a single comprehensive nation-wide dataset from which to conduct multivariate analysis with a large sample size (>8,600 households). It incorporates questions on cooking habits (especially fuel usage). To the best of our knowledge, it is the most recent publicly available dataset of its kind for Ghana at the time of conducting this study (with GLSS 6 data collection still on-going in October 2013). The 7 years passed since collection of the GLSS 5 data will likely have resulted in changes in the size of specific consumer segments. However, statistics derived from the GLSS 5 remain our best available information until the GLSS 6 dataset is released. 8

9 Foundations Overview of Previous Work 9

10 Findings from Ghana Market Assessment Sector Mapping This report builds on findings from an initial market assessment conducted by Accenture Development Partnerships on behalf of the Alliance in early The Accenture assessment established that: Ghana has a population of 24 million inhabitants (6.1 million households). 28.5% of the population remains below the national poverty line. Over 80% of households use biomass as their primary cooking fuel (more than 50% still use wood). Ghana is facing rapid deforestation which results in high (and increasing) biomass fuel prices. The three main marketers of Gyapa-style improved cookstoves together account for less than 5% of the total cookstove market. Other types of improved charcoal cookstoves are only starting to be promoted. There are no cookstove programs for woodstoves that have reached scale. The report highlights a major limitation in the many sources of data reviewed: there is only very limited information available on the exact penetration rate of improved cookstoves in the population. 10

11 Initial Segmentation In their market assessment report Accenture proposes a segmentation developed from the GLSS 5 dataset and based on two variables: (1) locality (defined as urban or rural) and (2) main fuel used for cooking. This strategy was based on the assumption that locality approximates income and region. The Accenture segmentation yielded eight consumer segments of which four were selected as key segments: Wood Primary ( ) ; Charcoal Primary ( ) ; Charcoal with LPG Access ( ) ; LPG Primary ( )

12 Limitations The initial segmentation proposed in the Ghana Market Assessment report offers a useful framework for a broad understanding of the Ghanaian cookstove market. However, in our opinion, we must go a step further to define the key target segments for the Alliance. Indeed, the segmentation assumes that locality (urban/rural), region and income are highly correlated. There is no support for this assumption given in the report. If the correlation is not as strong as assumed, we run the risk of overlooking key differences in needs or behaviors. 12

13 Way Forward In the pages that follow, we undertake a full review of the GLSS 5 data with specific focus on the variables which were originally left aside: Income distribution among Ghanaian households : Income is a key variable to take into account when developing consumer segments for clean cooking solutions because the willingness to invest in such solutions is heavily constrained by each household s purchasing power. Geographic differences between regions: Differences across regions account for two key factors which are likely to affect the success of a marketing campaign for clean cookstoves : the availability of wood for free collection and the price of biomass fuels on the market (especially charcoal). Thus, new, narrower consumer segments are identified based on these variables. Unfortunately, the GLSS 5 dataset does not incorporate questions on ownership of improved cookstoves. This is one key limitation in the segmentation developed below as it is impossible to differentiate users vs non-users of clean cooking technologies within a given segment (with the exception of LPG). 13

14 Analysis of Income and Expenditure 14

15 Reminder - Income Distribution in Ghana The average total gross income per Ghanaian household was 1,180 Ghana cedis (Ghc) at the time of the survey. The data shows a high level of income inequality: the wealthiest region (Greater Accra) accounts for more than 7 times the income of the poorest (Upper East). Our analysis points to several issues with income data from GLSS 5: 16% of households declare no income other than social transfers they are likely under-declaring vs reality The information is only available in local currency (not regionally adjusted, no PPP). 15

16 Expenditure Distribution in Ghana We propose using annual household expenditure data as a proxy for income: it provides more accurate estimates of the actual wealth and purchasing power of each household because it is adjusted based on regional food prices: In 2005, the mean national per capita expenditure was US$ 2,001. While non-adjusted income data suggested that Greater Accra was significantly wealthier than all other regions, the regionally adjusted expenditure data show that several regions have comparable or even superior wealth levels. This is because the less expensive goods in certain regions result in a higher level of purchasing power. 16

17 Expenditure Distribution in Ghana Expenditure data points to a high level of inequality between households at a country level: the mean per capita expenditure within the 5th expenditure quintile is more than ten times that of the 1st quintile In 2005, both quintile 1 and quintile 2 (40% of the population) still spent less than US$ 2 per day and per household member on average. 17

18 Expenditure Distribution in Ghana While the initial segmentation assumed that locality correlates with income and assumes that rural regions are poorer, an analysis of expenditure by locality shows that high income households are well represented in rural areas 18

19 Expenditure Distribution in Ghana High income quintiles (4 and 5) are over represented in Greater Accra, in the Coastal Regions (Western and Central), and in the Ashanti and Eastern regions. Low income quintiles (1 and 2) are predominant in the Northern, Upper West and Upper East regions: Household Population Distribution by Expenditure Quintile - Regional Total Ashanti 9.0% 15.0% 19.1% 22.9% 34.0% 100.0% Brong ahafo 11.7% 19.6% 20.6% 19.7% 28.3% 100.0% Central 5.5% 12.0% 17.4% 24.5% 40.5% 100.0% eastern 6.6% 12.7% 18.3% 26.7% 35.8% 100.0% Greater accra 10.7% 11.6% 13.6% 20.5% 43.5% 100.0% Northern 31.6% 19.9% 16.4% 13.1% 19.1% 100.0% Upper east 48.5% 21.2% 13.0% 9.5% 7.8% 100.0% Upper west 70.3% 14.3% 6.5% 4.9% 3.9% 100.0% Volta 11.8% 18.6% 22.1% 20.6% 26.9% 100.0% Western 7.9% 15.8% 17.1% 21.2% 37.9% 100.0% Total 17.5% 15.7% 16.9% 19.6% 30.4% 100.0% IMPORTANT: Note that quintiles are population weighted which explains that the proportion of households in each quintile isn t equal to 20% of the total. 19

20 Summary of Key Findings Our in-depth review of income and expenditure data from GLSS 5 reveals that: Income inequalities between Accra and other regions were not as significant as initially suggested by the Market Assessment mapping and gross income data. This points to significant opportunities to promote clean cooking solutions outside of Greater Accra among populations with sufficient purchasing power to invest in such technologies. The Coastal regions (Western and Central), Ashanti and Eastern regions, are home to a large proportion of high and middle income segments, along with Greater Accra. 43% of households living in rural areas belong to the wealthiest national expenditure quintiles (4 and 5). This shows that locality does not correlate as simply with income as assumed. A segmentation combining locality and income variables is likely to yield more meaningful results. Both regional differences and rural-urban differences should be considered alongside income data in order to target the areas with highest potential for clean cookstove adoption. The next chapter will attempt to develop such a segmentation. 20

21 Segmentation with Income Distribution 21

22 Overview of Fuel Preferences by Expenditure Quintile In , wood remained the main fuel used across all income quintiles, with 41% of households still using wood in the 5th quintile and up to 74% of firewood users in the 1st quintile. It is worth noting that 20% of households in quintile 5 use LPG: Main Fuel Used by Expenditure Quintile Total Charcoal 17.2% 25.0% 30.0% 35.6% 36.8% 30.0% Electricity 0.2% 0.1% 0.4% 0.2% 0.4% 0.3% Firewood 73.9% 67.7% 62.4% 54.1% 41.4% 57.5% Gas 2.2% 3.2% 5.1% 8.6% 20.1% 9.3% Kerosene 0.3% 0.2% 0.3% 0.6% 1.2% 0.6% Other 6.3% 3.8% 1.7% 0.8% 0.2% 2.2% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 22

23 Distribution of Expenditure Quintiles by Main Fuel Used In , quintiles 4 and 5 account for almost 60% of charcoal users and 80% of LPG users. Quintiles 1 to 3 are slightly overrepresented among wood fuel users (60.5% of wood fuel users vs. 50% of the population). GLSS 5 data suggest that there may be a significant opportunity to market clean fuels and/or cookstoves amongst wealthier wood fuel users. 23

24 New Segmentation with Expenditure as a Third Variable In order to add expenditure quintiles as a third variable in our segmentation, it is preferable to group the quintiles in larger groups of equal size: QUINTILE 5 HIGH INCOME 30% QUINTILE 4 + QUINTILE 3 MIDDLE INCOME 33% QUINTILE 2 + QUINTILE 1 LOW INCOME 37% 24

25 New Segmentation with Expenditure as a Third Variable Introducing an income proxy in the segmentation model yields 36 segments of which 7 are of significant size (>5% of the market): Low Income (LI) Urban Charcoal ( ), Middle Income (MI) Urban Charcoal ( ), High Income (HI) Urban Charcoal ( ), LI Rural Wood ( ), MI Rural Wood ( ), HI Rural Wood ( ), and HI Urban LPG ( ). Main Fuel by Income Group and Locality LOW MIDDLE HIGH Total Charcoal 7.1% 12.2% 10.8% 30.0% Rural 1.3% 2.8% 3.1% 7.3% Urban 5.7% 9.4% 7.6% 22.7% Electricity 0.0% 0.1% 0.1% 0.3% Rural 0.0% 0.0% 0.0% 0.0% Urban 0.0% 0.1% 0.1% 0.2% Firewood % % % 57.5% Rural 20.7% 18.5% 10.5% 49.8% Urban 3.3% 2.9% 1.6% 7.7% Gas 0.9% 2.6% 5.9% 9.3% Rural 0.1% 0.1% 7 0.6% 0.8% Urban 0.8% 2.4% 5.3% 8.6% Kerosene 0.1% 0.2% 0.3% 0.6% Rural 0.0% 0.0% 0.1% 0.1% Urban 0.1% 0.1% 0.3% 0.5% Other 1.7% 0.5% 0.0% 2.2% Rural 1.7% 0.5% 0.0% 2.2% Urban 0.0% 0.0% 0.0% 0.0% Total 33.9% 36.9% 29.2% 100.0% 25

26 Prioritizing Segments In order to assess the potential of the 7 segments identified in the new segmentation based on income, we have considered two dimensions: 1. Purchasing power: the ability of each segment to invest in products other than basic goods and services (other than food, water, and housing); 2. Economic incentive: the impact of the local price of charcoal or availability of firewood on a segment s willingness to pay for improved cooking solutions. Our analysis is based on the hypothesis that urban charcoal users rely on a scarce and expensive cooking fuel while rural wood users have access to a more abundant and more affordable source of cooking energy. This analysis concludes that while there is a sizeable base of charcoal and wood users with medium or high purchasing power, charcoal users have a higher economic incentive to switch to clean cookstoves. Thus they should be our primary target. Wood users with high/medium purchasing power represent an attractive secondary target. LPG users are an interesting peripheral target as they represent early adopters of new cooking solutions. 26

27 Locality and Economic Incentive to Adopt Efficient Cookstoves As expected, a large majority of urban households (70.9%) reported fuel expenses in the GLSS 5. On the other hand, only 37.5% of rural households had incurred fuel expenses during the 12 months prior to the interview. More than two thirds of rural wood users did not purchase firewood at the time of the survey. % HOUSEHOLDS BUYING FIREWOOD OR CHARCOAL (2005) BUY FUEL DON T BUY TOTAL Rural 37.5% 62.5% 100.0% Urban 70.9% 29.1% 100.0% TOTAL 51.3% 48.7% 100.0% A detailed analysis of the fuel expenses data available in the GLSS5 provides strong evidence that urban households have a higher economic incentive to adopt more modern and more efficient cooking solutions than rural households 27

28 Mapping of the 7 Segments Secondary Target «HI-MI Rural Wood» HI Rural Wood 10.5% High Purchasing Power Early Adopters HI Urban LPG 5.3% HI Urban Charcoal 7.6% 29% of the market Low Economic Incentive MI Rural Wood 18.5% Primary Target «HI-MI Urban Charcoal» MI Urban Charcoal 9.4% High Economic Incentive LI Rural Wood 20.7% 17 % of the market LI Urban Charcoal 5.7% Low Purchasing Power 28

29 Summary of Key Findings The new segmentation based on main fuel, income and locality shows that: Our primary target of high and middle income urban charcoal users represented a significant 17% of the market in Low income urban charcoal users only accounted for 5.7% of the market and should be considered as a separate, more challenging segment, due to their low purchasing power. There is a very large segment of high income and middle income rural firewood users (29% of the market) that represents an interesting secondary target. Firewood was still the main fuel used by 54% of quintile 4 households and 41% of quintile 5 households in While their economic incentives are likely lower, they may be sensitive to benefits other than savings (comfort, cleanliness, status ).This population thus seems worth exploring further. While the use of LPG is lower overall, it is high within the high income, urban population. It may thus be relevant to speak with LPG users in one region in order to understand what has converted them in order to develop a relevant strategy for expansion. 29

30 Refining by Geographic Area 30

31 Overiew of Charcoal Prices by Region The regional availability and price of biomass fuel should be taken into account when selecting geographies for research. An understanding of key regions can help clean cookstove and fuel promoters to focus their efforts on the areas with the highest economic incentive to switch to more modern stoves and/or fuels. To this end, it is useful to look at recent trends in charcoal prices by region: Average Charcoal Retail Prices by Region * (prices in Ghana Cedis per Mini-Bag of ± 30 kg) Region Greater Accra Ashanti Western Eastern Central Volta Brong Ahafo Northern Upper East Upper West Country Average Highest incentive to shift to more efficient cooking technologies (> 1 Ghc above mean) *Source: Ghana Energy Commission (2012). Energy Statistics 2012, p

32 Geography and Charcoal Prices The map below classifies regions according to charcoal prices. Regions where the retail price of mini-bags is more than 1 Ghana cedi above the mean are classified as high. Regions where the retail price of mini-bags is more than 1 Ghana cedi below the mean are identified as low. LOW AVERAGE LOW AVERAGE HIGH HIGH Retail prices of charcoal in the Central, Western, Greater Accra and Volta regions suggest that urban charcoal users have the highest incentive to switch to clean cooking in these regions. 32

33 Mapping of the HI-MI Urban Charcoal Segment by Region Large Population Size Greater Accra Ashanti High Potential 23.9% (248,000) 46 % of the segment 26.9% (279,000) Eastern Brong Ahafo Low Cost Of Charcoal 10.3% (107,000) 8.3% (86,000) Western Central 9.6% (99,500) 9.5% (98,500) High Cost Of Charcoal Volta 5.9% (61,000) Northern 3.1% (32,000) Upper West 1.1% (11,500) Upper East 1.6% (16,500) Small Population Size ( # households) 33

34 Key Regions for HI-MI Urban Charcoal Users If we add population size to the other criteria, the less populated Volta region drops off Region Population Share of Segment Fuel Prices Market Potential Greater Accra High 26.90% High High Ashanti High 23.90% Low Medium Eastern Medium 10.30% Medium Medium Western Medium 9.60% High High Central Medium 9.50% High High Brong Ahafo Medium 8.30% Low Low Volta Low 5.90% High Medium Northern Low 3.10% Low Low Upper East Low 1.60% Medium Low Upper West Low 1.10% Low Low Based on regional charcoal prices and population size, the regions where the market potential is highest for High and Middle Income Urban Charcoal users are Greater Accra, along with the Western and Central regions. Together, these account for 46% of the households in this segment, or 480,000 households in

35 Selecting Target Regions for HI and MI Rural Wood Users Due to a lack of data on the price of firewood and to the fact that firewood can be freely collected in several areas, the analysis relies on data describing forest coverage in order to assess fuel related incentives to switch to more efficient technologies. The underlying assumption is that households have a higher incentive to switch to fuel efficient cookstoves or alternative fuels in areas where biomass is relatively scarce either because collecting firewood takes longer or because they have to purchase their wood. 35

36 Geography and Availability of Firewood Biomass Map of Ghana 2008/2009* Low Density Mixed Mixed High Density *Source: Low Density Map based on a combination of field measurements and satellite data. It displays the density of above-ground biomass (AGB) in Megagrams per hectar. Regions where all or most of the territory is above 100 Mg/ha are classifed as high density. Regions where all the territory is below 100 Mg/ha are classified as low density. Regions which host significant areas below 100 Mg/ha and also have large reserves of forest areas above 100 Mg/ha are classified as mixed : The density of wood across the country points to the Northern region as the most relevant areas for this secondary target. 36

37 Mapping of the HI-MI Rural Wood User Segment Large Population Size Ashanti Eastern Western 15.4% (272,500) 13.2% (233,500) High Biomass Density Central 11.8% (209,500) 18.1% (320,000) High Potential 43 % of the segment Volta Brong Ahafo 12% (213,000) 11.9% (210,000) Northern Low Biomass Density 9.6% (170,000) Upper East 3.7% (66,000) Greater Accra Upper West 2.2% 2% (38,000) (36,000) Small Population Size ( # households) 37

38 Key Regions for HI-MI Rural Wood Users Region Population Share of Segment Biomass Market Potential Greater Accra Low 2.2% Scarce Low Ashanti High 18.1% Mixed High Eastern High 15.4% Mixed High Western Medium 13.2% Dense Low Central Medium 11.8% Dense Low Brong Ahafo Medium 11.9% Mixed Medium Volta Medium 12% Mixed Medium Northern Medium 9.6% Scarce High Upper East Low 3.7% Scarce Low Upper West Low 2% Scarce Low Based on biomass density and population size, the regions where the market potential is highest for High and Middle Income Rural Wood users are Ashanti, Eastern and the Northern region. Together, these account for 43% of the households in this segment, or more than 760,000 households in

39 Conclusions and Recommendations 39

40 Target Segments The consumer segmentation developed in this report has highlighted two key segments that clean and efficient cooking technology promoters can target: 1. HI-MI Urban Charcoal : High and middle income urban charcoal users are the households for whom the potential for clean cookstoves and fuel adoption is highest due to their purchasing power and the fact that they are facing high cooking fuel prices. They account for 17% of the market, roughly 1.04 million households. 2. HI-MI Rural Wood: High and middle income rural wood users also represent a significant opportunity for marketers of clean cooking solutions. Although, the cost of fuel is a less of an issue for them, their purchasing power enables them to invest in modern home appliances. In areas where wood is becoming harder to collect in particular, they might have an additional incentive to consider clean and efficient cookstoves. In addition, they may be sensitive to other incentives such as convenience, cleanliness or speed-of-use. This segment represents 29% of the market or 1.8 million households. In addition to these two segments, it will be useful to interview High Income Urban LPG users to assess the motivations which led them to switch to this fuel and the barriers that they are facing. Improved Cookstove users (Gyapa-type) could also be included in the sample with the same objective in mind. 40

41 Geographic Focus Refining the segmentation by geographic area pointed to strategic target regions within each segment: HI-MI Urban Charcoal: Greater Accra, and the Western and Central regions were identified as the most promising areas for the promotion of clean cooking solutions among high and middle income urban charcoal users due to their population size and to the price of charcoal in these regions. Together, the three regions represent 46% of the HI-MI segment, or a total of 480,000 households (based on 2005 data). HI-MI Rural Wood: The Northern region along with Ashanti and Eastern regions offer the best perspective for clean cookstove uptake because they host relatively large high and middle income rural populations and the density of biomass suggests that there is less wood available for collection in these regions than in other populated regions such as the Western and Central regions. This creates a higher incentive to adopt more efficient cooking technologies or alternative fuels. The three regions represent 43% of the segment or 760,000 households (based on 2005 data). 41

42 Robustness Check Please note that the results of the 2010 Population and Housing Census have been used to check the robustness of the segments defined with the GLSS 5 data. The Census shows that in 2010: o 40% of all households still used wood as their main fuel for cooking (a 17.5% decrease compared to GLSS 5). o Charcoal was the main fuel for 33.7% of households (compared to 30% in GLSS 5). o The share of households who used LPG as main fuel had reached 18.2% (it was only 9% in GLSS 5). The significant increase in the share of LPG users and the simultaneous decrease in wood usage suggest that the current size of the HI-MI rural wood segment is likely to be overestimated in the segmentation developed from the GLSS 5 data. The size of the LPG segments is also most probably underestimated. On the other hand, the size of the charcoal segments, the key target identified in this report, is probably still close to what it was in There is of course a high likelihood that the share of high income households decreased among charcoal users as some of them adopted LPG. Conversely, the share of low income charcoal users might have increased as low income households abandoned wood for charcoal. We will only be able to confirm or reject these hypotheses when the next wave of the GLSS is released in Overall, however, the more recent data from the 2010 Population and Housing Census supports the decision to select middle and high-income urban charcoal users as a key target group for further research. 42

43 Recruitment criteria In addition to the segments, we will want to add other demographic criteria for recruitment. Although the data does not specify, we have assumed the following : Women do most of the cooking and have a significant say in the type of stove used The greatest need for clean cookstoves is amongst larger families (greater costs and health risks associated with current cooking methods) We will want to speak to people who are familiar with the concept of financing so as to be able to evaluate the relevance of certain financing options NB: We will test these hypotheses with experts 43

44 Tentative Recruitment Criteria HI-MI Urban Charcoal Women aged Income quintile 4 or 5 Live in an urban area of the target region Main cook in the household/cook on a daily basis Household size: 4 to 6 With kids at home 50% have a savings account (to help assess financial services ideas) Use a LPG stove or a Gyapa style stove on a weekly basis (for charcoal with ICS or LPG target) Don t currently use a LPG stove or a Gyapa style stove (for charcoal traditional target) Tentative Recruitment Criteria HI-MI Rural Wood Women aged Income quintile 4 or 5 Live in a rural area of the target region Main cook in the household/cook on a daily basis Household size: 4 to 6 With kids at home 50% have a savings account (to help assess financial services ideas) 44

45 Phase II: Qualitative Research & In-Field Testing 45

46 Contents Phase II: Qualitative Research & In-Field Testing Exploration of Current Cooking Habits Overview of Current Fuel and Stove Preferences Product Testing and Evaluation Financial Services Communication and Distribution Channels 46

47 Objectives of the Ethnographic Exploration/In-Field Testing Phase Key Research Objective: To better understand the needs of users and to reveal the market triggers that can facilitate large-scale and sustained uptake of clean cooking technologies. Detailed Research Objectives: 1. To identify the key technology features that increase the likelihood of adoption and potentially recommend design alterations to existing cookstoves. 2. To identify any potential cultural or psychological barriers to adoption of clean cookstoves and fuel (including willingness to pay) and recommend strategies to address them. 3. To assess the potential of a range of business models to reach the targeted segments, with a focus on distribution channels and payment schemes. 4. To test marketing messages and identify communication concepts that will drive demand. 47

48 Deliverables The Ethnographic Exploration and In-Field Testing Phase should lead to recommendations on: Main clean cookstove/fuel adoption drivers to be activated in Ghana. Main ICS adoption barriers to address and strategies to remove them. A selection of products with highest market potential and recommendations for improvement of other products. A selection of 3-4 powerful marketing messages to disseminate and recommendation on the best channels to activate them. An evaluation of the potential of a range of 3-4 payment plans/financial services. An assessment of the most effective distribution channels on which the Alliance should focus its efforts. 48

49 Methodology: Overview The research approach combined in-home ethnographic interviews during meal preparation and live-testing of products through focus group sessions Segment HI-MI Urban Charcoal HI-MI Rural Wood Ethnographic Interviews 12 * 3 hour Individual Focus Groups 6 * 4 hour 7 to 8 participants 3 charcoal traditional 3 charcoal with ICS 2 charcoal + LPG 2 FG charcoal traditional only 2 FG charcoal with ICS 4 wood traditional 2 FG wood traditional 49

50 Who Did We Talk To? The fieldwork focused on three key targets: Urban Charcoal Traditional stove users, Urban Charcoal ICS stove users, and Rural Wood Traditional stove users. Urban Charcoal Traditional Use charcoal as their main fuel Don t currently use a Gyapa/ICS Live in an urban area Monthly household income > 350 GHc in Accra and >290 GHc in Takoradi Urban Charcoal ICS Use charcoal as their main fuel Use Gyapa/ICS daily Live in an urban area Monthly household income > 350 GHc in Accra and >290 GHc in Takoradi Rural Wood Traditional Use wood as their main fuel Purchase their wood Live in a rural area Monthly household income > 270 GHc Other recruitment criteria: 4 to 6 member households, women are the main cooks in their household and must have at least one child below 14 years of age in their household. 50

51 Methodology: Ethnographic Interviews 3 hour ethnographic interviews during meal preparation: A deep-dive into the daily lives of the target women Added Value qualitative research experts visited sample households during meal preparation, spent time in their homes observing their cooking habits and probing relevant topics: Researchers watched respondents prepare a meal. They enquired about and observed cooking methods and recipes. They visited the respondents homes and assessed their current level of access to new technologies, home appliances, etc. They took pictures of stoves, pots, ingredients, cooking environment. In some cases they observed mealtime. 51

52 Methodology: Focus Groups 6*4 hour focus groups with cooking workshop: A live observation of innovative cookstoves/fuel usage In this phase the project team tested sample cookstoves, fuels, and marketing messages to refine their understanding of the needs of the 3 priority segments and to assess the potential of new product offers and marketing mixes to increase the uptake of clean cooking technologies in these segments. The focus group flow was as follows: Initial discussion of cookstove and fuel preferences Presentation of sample products and visual assessment with participants Group preparation of a typical recipe: each participant got to use one sample product Feedback and comparative assessment of technologies after testing Exposure to marketing messages presented on boards and read out loud to participants (to avoid bias from visual execution) 52

53 Where Did We Go? The fieldwork with urban targets was conducted in Accra and Takoradi. The fieldwork with rural targets was conducted in a locality called Bokankye, oustide of Kumasi Ashanti (Bokankye area) 2 * Wood Traditional FG 4 * Wood Traditional Ethno Accra 1 * Charcoal Traditional FG 1 * Charcoal ICS FG Takoradi 1 * Charcoal Traditional FG 1 * Charcoal ICS FG 1 * Charcoal Traditional Ethno 2 * Charcoal ICS Ethno 1 * LPG Ethno 2 * Charcoal Traditional Ethno 1 * Charcoal ICS Ethno 1 * LPG Ethno 53

54 Exploration of Current Cooking Habits

55 Daily Life Environment: Housing Participants lived in compound houses or two story buildings, divided in several apartments rented either by relatives or by people with whom they have no kinship links. Most participants live in chamber and hall apartments. Each door corresponds to a different one bedroom apartment. Children often sleep on a mattress in the living room.the courtyard and facilities such as tap water are often shared between different apartments. 55

56 Daily Life Environment: Home Equipments The target households live in relatively modest one bedroom dwellings but invest a lot in home furniture and equipment (especially in urban areas) : couch, TV, Hi-Fi, DVD players, lap-top even washing machines! Living room, rural, Ashanti Washing machine, Accra Living room, urban, Takoradi Households are prepared to invest significant amounts of money in home equipment while still using a traditional coal pot on a daily basis 56

57 Daily Life Environment: Income Generation The target women have to reconcile meal preparation with a very busy schedule Most/all the women we interviewed worked and generated their own income. They were either employed or conducting an income generating activity in the informal sector. Few were housewives. In the urban areas, all the women who were employed had a small business alongside their main job to generate extra income: I sell bed sheets and towels I can add 200 Cedis to the monthly budget (Ethno, ICS, Takoradi) ; I also cook pastries and pies to sell at the junction when I have time (Ethno, LPG, Takoradi) They wake up very early (between 4 and 5 am) and cook before they leave home to go to work or during weekends: Sometimes I cook lunch in the morning and bring to work (Ethno, charcoal ICS, Takoradi) Saving time is a key priority! Participant in uniform prior to taking her duty as a clerk at a fire station 57

58 Food Purchase Men typically provide the money for food purchase, the chop money Food is usually purchased from big open air markets (rather than supermarkets) Most of the time, the woman/wife is in charge of grocery shopping but if she has a partner, he will usually pay. This contribution is known as chop money or housekeeping money. Most of the families we visited purchase food on a weekly/monthly basis and stock. This is particularly true in urban areas. Some households had a strategy to buy food in very large quantities in order to achieve economies of scale. In this situation, the man could also be involved in purchasing food from the market (and driving it back home). My husband, he goes to the market and buys food because he is a man, definitely, they will cheat him but he will not admit it! (Ethno, chacoal traditional, Accra) Fridge n 1 In urban areas: Several households had two fridges or a fridge and a large chest freezer to keep their stock of food. Frozen food is playing an increasingly important role for Ghanaian women Fridge n 2 58

59 Management of Cooking Tasks Women do all of the cooking. Frequency of preparation varies according to circumstance. Either the wife or a younger woman in the family will cook (older women also help at times) Urban women cook proper meals in large quantities 3 or 4 times a week and then stock in their fridge or freezer for the rest of the week/month. Meat, fish, cassava are often stored in the freezer. Several of them used a microwave or gas to warm their frozen food in the morning for their husbands or their children s lunch: I warm up light soup, groundnut soup or green soup that I have prepared during the weekend (Ethno, ICS, Takoradi) ; It s a dish that I am cooking mostly on weekends, on Saturdays. I am cooking for the whole week (Ethno, trad, Takoradi) Rural: women cook once or twice a day (evening or morning and evening). Microwave. I use it to heat food already cooked food (Ethno, charcoal trad. Accra) Generally, I cook once, that is, in the evening but sometimes I do it twice: morning and evening (Ethno, wood traditional, Ashanti) Urban target groups have a significant need for quick heating solutions I grill tilapia with my microwave (Ethno, charcoal ICS, Takoradi) 59

60 Main Recipes: Overview Most Ghanaian recipes are fairly complex and long to prepare as they almost always incorporate a starch along with a stew or soup made of many ingredients On average, women will take between 1-2 hours to prepare a full meal. Thus, based on the number of meals she is preparing daily, she will be spending between 1-3 hours per day preparing/cooking. Most urban women use a blender to speed up the process. Lunch is the least cooked meal of the day. Working women will often purchase a lighter meal (rice, kenkey, gari) in the street for lunch. Children will sometimes get their food from a canteen at school. A recipe is defined by the type of staple food cooked but always contains proteins: fresh meat or fish for a normal meal, dried fish or beef skin (wele) when money is short. Most frequently mentioned recipes* BREAKFAST SNACK/LIGHT MEAL FULL LUNCH OR DINNER Milo Tea and bread Koko Tombrown Ampesi Kenkey Gari Indomie Banku Fufu Rice (plain rice, jolof rice, rice balls ) Ampesi Kenkey The extensive preparation process involved in traditional Ghanaian recipes explains *See glossary in appendix. why many urban women don t cook everyday 60

61 Main Recipes: Drivers & Barriers Women explain their preferences for or against the different meal choices as follows: Drivers Barriers Fufu Banku Rice Kenkey Ampesi Filling dish In my condition, I eat fufu a lot, otherwise I don t feel good (Ethno, ICS, Takoradi) Requires a lot of effort to prepare (pounding*) Doesn t store You can t keep fufu overnight as you would banku (Ethno, charcoal trad., Accra) It s economical When it is prepared and you are unable to finish it, it can be eaten the following day (Ethno, charcoal trad, Accra) Requires some effort to prepare Need iron rods Kids like/request it I like banku and ampesi but the children prefer rice (Ethno, LPG, Takoradi) Expensive, for occasions Affordable and filling dish Hard to prepare at home due to steaming process need to purchase Easy to prepare Sometimes, I am very tired so I put Ampesi on the fire. I buy plantain for 2 Ghana Cedis I grind pepper (Ethno, wood trad., Ashanti). A basic meal *: Pounding is usually done with a mortar and doesn t affect the stove. 61

62 Variations in Cooking Habits The cooking regime of Ghanaian women is consistent throughout the year There are few seasonal variations in cooking habits or recipes. Guests Meals prepared for guests happens only exceptionally (a couple of times a year). Women will typically cook fufu, banku, or rice for their visitors: My husband brings some guests to the house; mainly his siblings maybe once in the whole year (Ethno, wood traditional, Ashanti) Special occasions Include Christmas, weddings and funerals. Women will cook in larger quantities for these occasions Christmas Ghanaians will cook in large quantities and share food with friends, neighbors and relatives. Can receive guests but will also bring food to their acquaintances. Common meals: fufu, rice balls (Omutuo) Yes, Christmas is special to me so I slaughter a cock and cook rice, Fufu or rice balls for my family and friends, but then, I diversify my foods a lot (Ethno, rural). 62

63 Main Areas of Satisfaction and Dissatisfaction Cooking has both functional (health) and emotional (conviviality) benefits Appreciation from loved ones I love it when my family eats the food I cooked (FG, ICS, Accra) Heath benefits I love food. I like the nutrients that are in the ingredients (FG, ICS, Accra) Savings When you buy cooked food, you don t get enough for your money, but if you can cook, you can manage your money and get enough for your money (FG, ICS, Accra) A waste of time When I am cooking, I want it to be fast (FG, ICS, Accra) ; I will buy the stove that can help me cook fast (Ethno, urban, trad, Accra) ; You waste time on cooking your things (FG, ICS, Accra) A stressful activity It s stressful (FG, charcoal ICS, Accra) ; You have to start the fire (FG, charcoal trad, Accra) The dirt (blackened pots, ashes, smoke) It gets your kitchen dirty (FG, ICS, Takoradi) Key improvements that can drive women towards new cooking technologies include: time saving, easier lighting and fire regulation process, cleaner technologies, as well as better preservation of nutrients 63

64 Food Influences Food related behaviours are heavily influenced by children and by advice received from nurses/doctors (especially during pregnancy/weighing of new borns) HEALTH HEALTH CHILDREN PROFESSIONALS PROFESSIONALS Women select the food their children prefer/request in order to avoid conflict and to make sure that they eat well and stay in good health My children influence the food I prepare mainly at home. I listen to them because I want to be sure they eat their food well (Ethno, wood, Ashanti) ; It may be the choice of the children (Ethno, wood, Ashanti). HEALTH PROFESSIONALS HEALTH PROFESSIONALS The women we interviewed had received a lot of health related training through the hospital/health centers and followed whatever advice they received We are taught this at the hospital by the health personnel (Ethno, wood, Ashanti) ; Sometimes, the doctors inform me. They will educate me. They advised me to eat liver (Ethno, charcoal traditional, Accra) Husbands sometimes limit the budget but don t have a strong influence on what to cook 64

65 Food Priorities (1/2) Nutrition is the by far the most important declared priority when choosing what to feed the family Ghanaian women are very conscious of the nutritional content of the food they feed to their children. They are familiar with concepts such as food balance (urban). Providing proteins to their children is a major concern (urban and rural). It should be a balanced diet. It should be comprised of protein, carbohydrate -. Um-hum. And, and all the others. [LAUGHING] (Ethno, ICS, Takoradi) ; A balanced diet? You eat proteins, you have to add vegetables, fruits and cereals (Ethno, charcoal traditional, Accra) ; The small garden eggs and the kontombre contain a lot of nutrients which boost the blood level (Ethno, wood traditional, Ashanti). Their food/nutrition education has largely been received through health centers/hospitals: We are at times advised in hospitals that fish is best for our health. They provide protein for the bodies and are essential for children to grow well. There are also health programs on both television and radio that focuses on eating healthy (Ethno, wood traditional rural). 65

66 Food Priorities (2/2) Food advertising is also heavily focused on health and nutrition Food billboards on the streets of Takoradi (January 2014) Clean cookstoves could be promoted jointly with products which provide/preserve nutrients 66

67 Food Priorities Most use processed foods but they don t consider them processed per se The most common processed food consumed is Indomie (Chinese noodles) which their children like a lot. Other processed foods include Milo and Maggi or Onga. The children like to eat Indomie. I prepare it 4 or 5 times a week (Ethno, charcoal trad, Accra) Onga makes the soup delicious and tastier (Ethno, wood traditional, Ashanti) Because of the baby, they advised us to take Milo so we could get more breast milk (Ethno, charcoal traditional, Accra) 67

68 The Kitchen (1/2) The kitchen is often a fairly narrow space adjacent to the main room: it is more of a storage space than somewhere one has pleasure to cook Due to the lack of space and ventilation in their kitchen, many women go back and forth between the kitchen and the courtyard most of the time Like the charcoal, I come out to set the fire and if I don t want it to finish fast fast, I take it inside (Ethno, charcoal traditional, Accra) ; Sometimes I smoke fish. So the smoke that will come out, I don t want it to be here so I put it outside (Ethno, charcoal ICS, Takoradi) 68

69 The Kitchen (2/2) The kitchens of urban respondents are small but very well equipped: all of them had at least one fridge and a blender Urban households are prepared to invest a lot of money in electric equipment for their kitchen: 150 GHc for a new microwave ; 780 GHc for a brand new fridge/freezer 69

70 Overview of a Full Meal Preparation Process The meal preparation process involves a lot of moving around : the sketch and the pictures below illustrate the preparation of a palava soup and all the associated movements from the cook ) Stoves and fuel are taken from collective kitchen to courtyard ; 2) Water is fetched at the back of courtyard ; 3) Ingredients are taken from fridge (in respondent s apartment) to courtyard ) Ingredients are chopped on a small table in courtyard ; 5) Blending takes place in brother s apartment where there is a plug available; 6) Cooking occurs in the courtyard. 70

71 Mobility in the Kitchen Women don t always cook in their kitchen. They are used to moving their stoves and cooking utensils to different places depending on the weather, the need to watch kids, the opportunity to discuss with neighbors Itinerary of Gyapa stove in the same afternoon Stirring banku in the shade Boiling water in front of the kitchen Waiting to be stored with other utensils Women want equipment that can be easily transferred from one place to another: I want one that is transferable, a lightweight (Ethno, charcoal trad, Accra) ; Not too big. I want a very portable kitchen with everything (FG, charcoal ICS, Takoradi) Gas users will use their gas stove to heat up food or boil rice but usually prefer their portable coal pot for longer recipes: not only because it s less expensive to use but also because they can sit next to it, move it to a different area during the preparation process, etc. Mobility is a very important criterion for cooking equipment 71

72 Kitchen Improvements (1/2) The most desired kitchen improvement isn t a cooking utensil as such: all women want a nice kitchen cabinet The kitchen cabinet has very strong emotional benefits related to status Those days have passed where utensils were kept in the rooms. You take them to the kitchen so that the living room can be spacious for your chairs and tv so that there will be room for kids to sleep there (FG, wood, Ashanti) it also provides concrete functional benefits and makes cooking less stressful: when you have a proper cabinet, you know where the things are. You don t need to move a lot of things to access your utensils (FG, charcoal ICS, Accra) ; As for me, I had planned that one day when I build my own house, I will build shelves for the kitchen and arrange my utensils and ice chest (FG, wood, Ashanti) Other similar improvements include tiles on the wall (all) and cementing the floor (rural only): I would like tiles on the walls from the top to the floor (FG, charcoal ICS, Accra) 72

73 Kitchen Improvements (2/2) Ghanaian women are also very receptive to and enthusiastic about new technologies in the kitchen: PRIORITY EQUIPMENT An oven (the most often mentioned throughout) an oven electric or gas (FG, ICS, Takoradi) Rice cooker HEALTH PROFESSIONALS SECONDARY EQUIPMENT Blender (most already have one) An LPG stove: A gas stove I want to cook fast (FG, ICS, Accra) ; Fridge/freezer: I would also get a table top fridge for the kitchen (FG, trad, Ashanti) Microwave (urban): With the microwave you can warm your food quickly (FG, ICS, Takoradi) The coal pot (traditional or Gyapa) is always part of the ideal kitchen, something you can t do without. Having a Gyapa rather than a coal pot isn t mentioned as a priority by traditional targets. A coalpot for the things that will take longer to prepare so that s less expensive (FG, charcoal traditional, Takoradi) ; Because that one you can use for everything. I really need it (FG, ICS, Takoradi) All would like to bake: products offering this kind of functionality have a higher likelihood of being adopted I want this new technology that they have introduced. It s called the halogen oven, you can do everything with it: microwaving, grilling (FG, charcoal ICS, Takoradi) 73

74 Summary of Key Findings The target households live in relatively modest one or two bed-room apartments. However they invest a lot in equipment to furnish their home, including the kitchen. Amongst married couples, the wife is the main cook and is also the main person in charge of grocery shopping. Most women have at least one professional occupation or income-generating activity and develop strategies to save time on cooking tasks. Technologies which can help them manage their time are in high demand (microwave, LPG). Food habits and food priorities are heavily influenced by the children s needs and requests. A lot of attention is paid to the nutritional content of the food which is served to them (proteins, vitamins). This is reflected in local advertising messaging. Health professionals have frequent access to women and successfully educate them about healthy food behaviours. They could be a powerful channel to communicate messages about clean cooking solutions. Women s cooking behaviours underline the need for mobility and for better usage of space. Products which enhance their interior and make a statement about their social status are also in high demand (kitchen cabinet). Priorities for kitchen equipment focus on storage capacity (fridge, freezer), time-saving (microwave, LPG) and diversification of recipes (oven for baking). Overall, improved cookstoves are largely within the financial reach of the target, but replacing one s coal pot is likely to be quite low in their list of priorities compared to the acquisition of a microwave, a freezer or a blender. 74

75 Overview of Current Fuel and Stove Preferences 75

76 Fuels There is a lot of mixing of fuel types! Pretty much everyone uses at least two fuel types on a regular basis. All women are familiar with wood, charcoal, LPG and kerosene (kerosene stoves). How they mix and what they choose as main and back-up fuel depends on their income, tastes and on the local availability of fuel (especially for LPG) TYPICAL URBAN FUEL MIX Charcoal and LPG LPG users have to resort to charcoal because LPG is sometimes hard to find or problematic for the preparation of specific recipes Gas is very hard to find now. Gyapa, you buy your bag and it lasts 2 months (FG, ICS, Takoradi) Many charcoal users have an LPG stove to help them when time is short (or simply to show that they can afford it): If it is not here, people might think I can t buy one but if it is here, then they know I can buy one (Ethno, charcoal trad, Accra) In addition to charcoal and LPG, many also use electricity for their microwave or their rice-cooker (although this is not seen as a fuel as such). TYPICAL RURAL FUEL MIX Wood and charcoal Burning firewood produces charcoal which can then be used in a coal pot: What I like about it is that, after you have finished your cooking on the stove, you will get charcoal out of it from the left over so it is long lasting (FG, wood, Ashanti) Pretty much all households have a coal pot in addition to their 3-stone stove: I use the stove in addition to the furnace to help speed up my chores ; When it is raining, I use my stove (Ethno, wood, Ashanti) Wood users are attracted to other fuels but don t envision giving up their 3-stone fire: However, I will still maintain the firewood stove at the back yard so that one day when you are in a hurry, you can use it (FG, trad, Ashanti) 76

77 Wood: Spontaneous Associations Wood has negative connotations as a fuel The typical user is a villager Wood is seen as a fuel used by poor people in remote/backward areas If your child becomes wealthy or has attained some level of wealth, he/she can move you from this level to use the gas or charcoal (FG, trad, Ashanti) Many urban women have never cooked with wood Collecting and using wood is becoming increasingly difficult Some landlords forbid the use of firewood in collective housing. Most wood users have been arrested for collecting wood and now buy their wood Sometimes too, people complain and ask questions when they see you using it (FG, wood, Ashanti) ; ; When they arrested us, we were jailed since morning till evening before they released us. Our father came to bail us with Six Hundred Thousand Cedis [60 New Cedis] (FG, wood, Ashanti) 77

78 Wood: Drivers and Barriers Wood is affordable but involves a lot of drawbacks: it is the last resort fuel Affordable: Wood is the cheapest cooking fuel It is cheaper than charcoal and can be easily gotten too (Ethno, wood, Ashanti) Fast: Once lit, wood cooks the food quickly It is fast in cooking; one has to fan charcoal for it to catch fire but with firewood, no. (Ethno, wood, Ashanti) ; Put food on coal pot and firewood, you will realize that the food on the firewood will be cooked before the coal pot (FG, wood, Ashanti) Long and fastidious lighting process: When our neighbors are cooking, I would only get some amber to start mine; else it becomes difficult since I have to break a wood into small pieces to serve as conductor (Ethno, wood, Ashanti). Fire control: requires constant attention You must always watch to keep pushing the fire inside (FG, ICS, Accra) Dirty: Firewood blackens the pots and the walls At times it gets dirty and black (Ethno, wood, Ashanti) Smell: clothes reek of wood smoke after use all your body is smelling (FG, ICS, Accra) A lot of burns from using firewood: in rural areas When you slip and your leg catches fire, you get burnt ; We even have scars from the burns (FG,wood, Ashanti) Smoke/health: A concern but not for all women Some women fear the smoke. I am not scared at all, I am used to it (Ethno, rural) ; I don t really like the use of the firewood because of the smoke; by the time you are through, your eyes will be hurting (FG, trad, Ashanti) 78

79 Wood: Consumption and Prices Most of the rural target households declare that they spend between 20 and 30 GHc per month on wood The wood is often bought per bundle of 4 or 5 GHc A bundle will typically last for 5 to 6 days. Wood is most often purchased from door-to-door vendors who visit the house regularly The wood stock is stored outside, sometimes under a tarpon in case of rain I buy 4 GHc. I use that for about one week (Ethno, wood, Ashanti) I buy them from the forest which costs 20 GHc and I use it for 1 month (Ethno, wood, Ashanti). After today and tomorrow it will surely get finished (Ethno, wood, Ashanti) 79

80 Charcoal: Spontaneous Associations Charcoal is the most widespread fuel throughout Ghana, everyone uses it at least occasionally from the wealthy family in downtown Accra to the farmer in the village The typical user is the average Ghanaian The poor use it because: 50 cents can buy charcoal (FG, ICS, Accra) But the rich also use it in case of fuel shortage, to prepare recipes that can t be prepared on LPG stoves, in case of LPG shortage, or simply because they like it! My auntie is very rich and she is still using charcoal (FG, trad, Takoradi) ; Some rich people they still use it to cook banku (FG, trad, Takoradi) ; The rich will use it but it s not their main fuel (FG, ICS, Takoradi) Charcoal may not be the main fuel for the majority of the population, but it s the only fuel that is used by pretty much everyone from the top to the bottom of the social ladder All the people, rich and poor! (FG, charcoal trad, Takoradi) 80

81 Charcoal: Drivers and Barriers Women see charcoal as a convenient and affordable fuel. It has several downsides Easy to use: Needs less attention than LPG or wood. Can be left unattended. It s easy to handle (FG, charcoal trad, Takoradi) Less smoky than wood: can be used inside The banku sometimes I prepare it inside (Ethno, charcoal ICS, Takoradi) Easier to secure than LPG: available at your doorstep. I send my daughter. It can take less than 5 minutes (Ethno, charcoal trad, Takoradi) Affordable/economical: considered less expensive than LPG The price is very moderate compared to LPG (FG, ICS, Accra) ; you can reuse it (FG, trad, Takoradi) Safe: no risk of explosion, and low risk of serious burns (compared to wood) It s safe to cook with (FG, charcoal trad, Takoradi) Lighting: hard or wet charcoal can be hard to light but it won t go off once lit (as opposed to wood) Some of the charcoal can t light. Sometimes I get angry and I go back to my firewood (Ethno, wood, Ashanti) ; Sometimes it s very annoying to cook with (FG, ICS, Accra) Sparks: when being fanned, the charcoal sometimes sparks which can be inconvenient The hard one comes out [about the sparks] (FG, charcoal trad, Accra) Dirty: charcoal doesn t blacken the pots but it leaves ashes on the kitchen s floor It enters into your fingers when you put it in the coalpot (FG, ICS, Accra) ; It gets your kitchen dirty (FG, ICS, Takoradi) 81

82 Charcoal: Consumption and Prices Charcoal consumption varies significantly depending on the frequency of meal preparation, on the type of stove used and on fuel mixing While many of participants bought their food in large quantities, there wasn t a systematic strategy of buying charcoal in large bags. Many women preferred to purchase their charcoal on-the-go from small retailers in their neighborhood: Formerly I used to buy the bag of charcoal for 15 Ghana Cedis but now I buy the retail for 50 Pesewas (Ethno, wood, Ashanti) (sack would last for two weeks) The 50 Pesewas bag of charcoal can be found everywhere and is the standard unit on which charcoal retails For an average size household (4 to 6 members) the monthly consumption could be anywhere between a few 50 Pesewas bags and 2 large sacks per month: Charcoal I spend one bag for two months (FG, charcoal ICS, Takoradi) ; My bag will last for two months (Ethno, wood, Ashanti) The corresponding expenditure varies from less than 10 GHc per month to up to 60 GHc per month for those who use charcoal daily and purchase in retail format: I spend roughly 60 Cedis per month on charcoal (Ethno, charcoal ICS, Takoradi) family of 6 ; For a day, I buy 2 GHc of charcoal. 14 GHc per week (Ethno, charcoal trad., Takoradi) family of 2 Large bag of charcoal 50 Pesewas bags of charcoal (2 units) 82

83 LPG: Spontaneous Associations LPG adoption is very status driven The typical user is the urban petty bourgeois LPG is mostly associated with wealthy users, employed people The rich will use it because they can fill several cylinders at a time in case of shortage (FG, charcoal ICS, Takoradi) ; I take my car to fill my bottle (FG, charcoal ICS, Takoradi) ; I see that people who can afford it are those that use it, like those with occupations (FG, wood, Ashanti) Many people have LPG but don t actually use it due to high prices, fuel scarcity or safety. However, they will keep their stove even in cases where it is out of order, for reasons related to prestige It is prestigious to have that and if someone enters your kitchen and sees that, it makes you feel valued. It also helps to decorate your kitchen (FG, wood, Ashanti) 83

84 LPG: Drivers and Barriers LPG is a revolution in terms of speed and ease-of-use. But its adoption is slowed by significant safety issues and frequent shortages Fast(est) fuel: Can heat food quickly. Most LPG stoves have more than one burner. It s fast when using it and makes cooking sometimes easier (FG, charcoal trad, Accra) ; Convenient: easy to light and regulate Very easy to operate. It gives me maximum relief, especially when I get late with cooking (Ethno, wood, Ashanti). Clean: smokeless, scentless, dustless It makes the kitchen environment clean (FG, charcoal trad, Accra) ; It s neat, it makes your kitchen neat (FG, charcoal ICS, Takoradi) Can be used for baking With the oven I will use it to bake cake, and so forth (FG, charcoal ICS, Takoradi) DANGEROUS: Many are very afraid of it. See specific section hereafter. Hard to find: due to frequent shortages You can be looking for two weeks before you find some. It s hard to find (FG, trad, Takoradi) ; That s why I stopped using it (FG, trad, Takoradi) Expensive : 1. Filling a cylinder requires significant working capital. 2. No way to anticipate the need to refill (no meter) 3. Hard to check that stations sell fully refilled cylinders The last time I filled my bottle it only lasted two weeks. So I went to the filling station and the guy said that this was light gas! (FG, ICS, Takoradi) ; It s expensive Filling the cylinder is 20 Cedis (FG, trad, Takoradi) ; it is finished but I don t have the money now (FG, trad, Ashanti) Can t cook banku: except with the cylinder with burner on top I can t use gas to cook Banku. It s difficult for me. because the burner will be burning you (FG, charcoal ICS, Accra). 84

85 LPG: Safety Issues Safety concerns were by far the most significant barrier to LPG adoption. These concerns were fuelled by real-life experiences of LPG explosions. A very large number of respondents had directly witnessed fatal LPG explosions: A friend s maternal grandfather got burnt and died subsequently [ ] The LPG can burn your children if you are not around (Ethno, wood, Ashanti) ; I have seen it near my home. The person died (FG, charcoal ICS, Accra) ; It burnt the three persons in the room. The way their skin is now (FG, charcoal ICS, Takoradi) Accidents seemed to be caused both by the use of low-quality, badly maintained stoves/cylinders and by a lack of sufficient training: My neighbor, his wife was trying to use gas She didn t notice that the regulator was open (FG, ICS, Takoradi) The gas stoves we observed had often been purchased second hand and were in very poor, very rusty condition. They seemed prone to leakage. Respondents also reported a lot of leakage issues with their cylinders and resorted to their own creativity to solve them: I used OMO. I used the soapy water to. When you use it to rub the this thing. You'll see the gas coming "fffoooo (Ethno, charcoal ICS, Takoradi) Stone used to prevent leakage between the hose and the cylinder A strong need to address safety problems in the value chain before promoting LPG further The rats entered and chewed something inside (Ethno, charcoal trad, Accra) 85

86 LPG: Consumption and Prices Women find it difficult to monitor their LPG consumption LPG purchase is most often the responsibility of the husband Most women don t know the size/weight of their cylinder which suggests that they can t accurately assess their consumption. There is also some degree of uncertainty on the exact amount of fuel which is purchased when buying a refill from the station: When you go there, you want to fill it, you pay them. They fill it by - it doesn t become full. So if you want it to be full, you have to pay additional money to the ones filling the gas and he will make it full (Ethno, LPG, Accra) Many households have spaced out their consumption due to shortages (especially in Takoradi) It s very expensive just to find it (FG, ICS, Accra) A cylinder of 15kg used everyday will usually last one month for a family of 5 (Accra). Since most households mix LPG with other fuels, the typical refilling frequency will be significantly more than one month: If I buy the 15 kilos, I use it for 4 months (FG, charcoal ICS, Takoradi) Most women declare that they pay between 36 and 39 GHc to refill a large domestic cylinder (13 to 15 kg): The refill costs 39 Cedis (FG, charcoal ICS, Takoradi) A 13kg cylinder 86

87 Kerosene: Drivers and Barriers None of the respondents was still using kerosene at the time of the study but some had used it in the past. It was seen as an obsolete fuel The typical kerosene user is a single person, a bachelor This fuel is easy to use and allowed in collective housing where charcoal is sometimes forbidden Students: they will use kerosene in stoves to cook those in the boarding houses and hostels (FG, trad, Ashanti) Easy to light and regulate When we were still using it, I liked the fact that it was easy to light (FG, ICS, Takoradi) Expensive These days a Coca-Cola bottle of kerosene is selling for 2 cedis so if I compare this with charcoal, I prefer to use charcoal. I don t think it will prepare my soup (FG, charcoal ICS, Takoradi) Can affect food taste Sometimes, if you are not careful, it can enter your food (FG, charcoal ICS, Accra) ; If you put some on your hands and touch your food, you can t eat it! (FG, charcoal ICS, Takoradi) Emits black smoke The kerosene is very bad It dirties your pots (FG, ICS, Takoradi) ; The smoke that comes out of it is very bad (FG, ICS, Takoradi) 87

88 Summary of Fuel Drivers and Barriers Drivers Wood Charcoal LPG Kerosene Affordable Fast in cooking (but hard to light) Can be left unattended Less smoky than wood: Can be used inside Easy to secure Still affordable Relatively safe Very fast in cooking Easy to light Smokeless, scentless Clean (no dust) Can be used for baking Easy lighting and fire regulation Barriers Long and fastidious lighting process Fire control requires constant attention Blackens pots and walls Smoke causing cough and eye itching: can t be used inside Pervading smell Serious risk of burns Can be hard to light (although less than wood) Sparkles Dirties the kitchen Very dangerous Frequent shortages Working capital requirement Hard to monitor fuel consumption Low control on amount purchased Hard to cook banku with Expensive Can affect food taste Emits black smoke 88

89 Overview of Current Cookstove Offer Consumers are familiar with a broad range of cooking options for each fuel type Wood Charcoal LPG 3-stone fire: - Made of stones: three way or square - Made of blocks - Made of irons Clay stove Wood tire-rim Standard coal pot: - Square - Round Clay coal pot Charcoal tire-rim Bucket stove with clay Gyapa coal pot Charcoal oven Charcoal grill (kankra) Single-burner stove (camping set-up) Table-top stove: 1 to 4 burner 4 burner with oven Stand-alone LPG oven LPG tire-rim (professional) 89

90 Wood Stoves (1/2) Rural women use a lot of creativity to optimize their 3-stone fire Left: 3-stone fire made of blocks Right: 3-stone fire made of iron parts (and one stone) There are several sub-types of 3-stone fires 3 stone fires are increasingly made of cinder blocks since the right type of stone is hard to secure outside of the village. However, blocks are fragile and break frequently. The preferred alternative to stones are irons since this is the most long-lasting material There are some big rocks that are stronger than the rest but you cannot get some around here unless in the typical village (FG, wood, Ashanti) 3 stone fires can be three-way or one-way (not observed) We have the rounded ones separated so that you can put the wood in from three different angles (FG, wood, Ashanti) ; We also have flat ones where the stones are joined [ in a U shape] so that the wood will be in one direction (FG, wood, Ashanti) 90

91 Wood Stoves (2/2) There are currently only two well-known alternatives to the 3-stone fire The tire-rim stove (wasn t observed) The clay stove It is one car rim, supported with three iron rods as a stand. So you put the wood under the rim in-between the rods ; You can use charcoal in the metal stove when you don t have firewood. So it uses two fuels (FG, wood, Ashanti) Because I use big pot for my kenkey, if I should use the moulded mukyia, it can break ; You know after you remove the firewood, you can put water in a light silver and place it on it but it will still become hot (FG, wood, Ashanti) The tire-rim stove is robust and can be used with both wood and charcoal. However it requires a significant investment (respondents mentionned 40 GHc). The clay stove is affordable and has a good thermal resilience but it breaks easily during use. The woodstove market remains traditional and hasn t seen any major recent evolution 91

92 Charcoal Stoves (1/2) The coal pot is an essential part of the kitchen but the market isn t very segmented Consumers can make their choice between two different shapes (round or square) The type of alloy from which it is made (aluminium, cast iron) and the weight/thickness of the stove will vary and affect its price The one with aluminium won t rust (FG, charcoal trad, Accra) Users don t really think that there is a lot of difference between the round and square shapes in terms of usage, benefits, or price. The typical price of a standard-size coal pot is 15 GHc in Accra but will vary according to the material The heavy one would cost 25 Cedis (FG, charcoal trad, Accra) 92

93 Charcoal Stoves (2/2) The Gyapa is seen as another kind of coal pot rather than a radically different product: All participants had already heard of the Gyapa. It is often called the Gyapa coal pot Like a coalpot with clay inside (FG, ICS, Takoradi) There is no significant difference in the typical user profile between the coal pot and the Gyapa: The poor use it and the high class also use it (FG, charcoal ICS, Accra) ; Everybody can use it (FG, charcoal trad, Takoradi) Be it traditional or Gyapa, the coal pot is something that a woman buys or receives as a present and keeps as long as possible: [How long have you had the Gyapa?] When I got married. it s almost three years now (Ethno, charcaol ICS, Takoradi) ; It has been a long time (since I bought it) so I can t remember; during those times, the currency was different (Ethno, charcoal trad, Accra) Challenge The coalpot isn t an impulse purchase. It is not a priority area of investment. Women only think of replacing it if it is damaged. Creating a desire to anticipate the next cookstove purchase will require disruptive innovations. 93

94 Traditional Coal Pot: Drivers and Barriers Those who still use a traditional coal pot think that it lasts longer than a Gyapa stove and like its portability. Waste of fuel isn t mentioned as a big issue Less fragile than the Gyapa: The coal pot is better because it will last longer (FG, charcoal trad, Accra) ; The coalpot is stronger (FG, charcoal trad, Takoradi) Portable: lightweight, handles you can carry it everywhere (FG, ICS, Accra) Fast: for a charcoal stove To cook for many people I would use the coalpot because it s faster, the air gets through (FG, urban, tradi, Accra) Easy to light: good air draft The coal pot lights faster than the Gyapa (Ethno, urban, trad, Accra) Dirty: ashes spread outside of the stove And with the ashes You see the way it is so it s not like the other one when you just fan they all have to spread (Ethno, charcoal ICS, Accra). Not stable: makes banku preparation challenging It doesn t have a stable position (FG, ICS, Accra) No insulation: can burn someone while in use You can burn your hands (FG, ICS, Takoradi) Sharp edges (square version): risk of scratching one s leg, tearing clothes, pot can tip off The edges are very sharp. You can scratch your legs (FG, ICS, Takoradi) 94

95 Gyapa: Drivers and Barriers Compared to the traditional coal pot the Gyapa offers a broad range of additional benefits: fuel savings, cleanliness Fragility is by far the main barrier to adoption Efficient: all users believe that it saves charcoal It s less expensive because of the clay inside It will stay hot (FG, charcoal ICS, Accra) ; It s economical because of the clay (FG, charcoal ICS, Takoradi) Ash collector: to keep the kitchen clean The ashes won t spread around (FG, charcoal trad, Accra) ; It s clean: the door retains the ashes (FG, charcoal trad, Takoradi) Gate/door: to control fire power You can use the door when you don t want the air to enter (FG, charcoal ICS, Accra) ; If you want the fire to be fast, you can just open the door (FG, charcoal ICS, Takoradi) 3 metal inserts: to control temperature in the pot You can put your pot on them when you cannot watch your food for 5 minutes (FG, charcoal ICS, Takoradi) Looks nice: design is an improvement vs the traditional coal pot I like the mould, the way they have structured it, the beauty of it (FG, charcoal trad, Accra) ; It s beautiful (FG, ch. trad, Takoradi) Insulation: thanks to the clay liner It won t burn your child if he touches it (FG, ch. ICS, Takoradi) Fragile: The clay breaks easily due to heat/pounding/water probably also due to variations in clay quality). When the water comes out while cooking, it might weaken the clay (FG, charcoal trad, Takoradi) ; The Gyapa can spoil just like that (FG, charcoal trad, Takoradi) ; When the clay gets broken, you cannot use it again (FG, ICS, Takoradi) Expensive: I don t have it because of the price (FG, charcoal trad, Accra) ; It s more expensive than the coalpot (FG, charcoal trad, Takoradi) Heavy: due to clay liner I can t carry it because of my surgery (Ethno, charcoal trad, Accra) ; Aah, when I see that it's heavy before I pour it. It's hectic. You can't be pouring it every day (Ethno, charcoal ICS, Accra) Hard to light: When I put the whole pot on it, the air is not able to pass through, so the fire goes off (Ethno, charcoal ICS, Accra) 95

96 Focus: Barriers to Gyapa Adoption 1. Clay is segmenting (concerns about robustness) One of the main differences between Gyapa adopters and Gyapa rejectors seems to lie in their assessment of the lifespan of the Gyapa: Gyapa adopters testify that their stove already lasted for years while rejectors are convinced that the clay will break after only a few months 2. Doubts about value for-money The price of the Gyapa isn t out of reach for the target population. However, doubts about the robustness of the Gyapa combined with a higher retail price create concerns that the product won t be good value for money 3. Heaviness can be off putting for some Some users have given up their Gyapa because it is too heavy. Very heavy weight can be a barrier. 4. Fuel savings aren t a sufficient driver on their own Gyapa users are convinced that they save fuel thanks to their stove and most non-users have heard that this stove is economical. However, the traditional coal pot isn t seen as a wasteful product as such. Most think that it is already more economical than LPG. Furthermore, fuel savings between the Gyapa and the coal pot are hard to assess. Traditional coal pot users often need to test the product and witness the savings for themselves to be convinced. 96

97 LPG Stoves (1/2) The 4 burner LPG stove with oven is the most coveted appliance Ghanaian women are familiar with three categories of domestic LPG stoves: Single-burner stoves Table-top stoves 4 burner with oven Consumers are attracted to the 4 burner LPG stove with oven both because it offers new cooking options and because it makes a statement about their social status: The four burners; the one that stands like a fridge (FG, wood, Ashanti) ; I want the one with the big oven (FG, charcoal traditional, Accra) ; It is prestigious. (FG, wood, Ashanti) 97

98 LPG Stoves (2/2) Within the target groups, most women use their LPG stove to heat up their preprepared food: LPG stoves compete with microwaves more than with the coal pot. I like the LPG mostly when it comes to heating already prepared meals (Ethno, wood, Ashanti) ; I use gas when my son goes to school in the morning (FG, charcoal trad, Accra) ; I can heat my food on the gas stove without using the microwave (FG, charcoal trad, Takoradi) There are two main barriers which are specific to using LPG stoves : 1. Most LPG stoves are stationary and require the cook to stay in the kitchen for the duration of the preparation. 2. It is difficult to sit while using a LPG stove (except for stoves with camping set-up) These are part of the reasons, along with the cost and scarcity of the fuel, why many women still use their coal pot alongside their LPG stove: I can sit and do my thing. I don t have to stand and that is why I use it. And I hold my baby while I am cooking (Ethno, charcoal ICS, Accra) It will be very hard for LPG stoves to fully replace charcoal stoves in the target women s daily life 98

99 Electric Stoves Electric stoves are seen as expensive to use and potentially dangerous Pre-paid meters: Most families are connected to the grid through prepaid meters. They buy their power at a high price and monitor their consumption closely: By that time we had a post-paid meter. One day the electric stove got spoilt, when I received my bill I could really see the difference (Ethno, LPG, Takoradi) Expensive: All respondents were really sensitive to the cost of cooking with electric stoves and reluctant to use one for this reason*: It will consume all the electricity (from prepaid meter) (Ethno, charcoal trad, Takoradi). ; I don t like it because it causes one to pay a lot of electricity bill. I don t like electricity in cooking because it is too expensive. (Ethno, wood, Ashanti) Dangerous: Locally manufactured or old electric stoves can also be dangerous: Electric stove observed in Takoradi (no longer in use) It consumes a lot of electricity and it is very dangerous. Especially when the children are around Because it's connected through electricity (FG, charcoal ICS, Takoradi) *: A typical electric stove has a power of 1000 to 2000 W (200 to 350 W for a label C fridge). 99

100 Overview of Cookstove Purchase Criteria During the interviews and group discussions, participants were asked to list the key criteria that they use/or would use when purchasing a new cookstove Drivers Product lifespan/robustness Speed of use Aesthetics & Status Portability Grilling & Baking Efficiency Polarizing O C Clay Liner Weight Standing Position Lack of stability Barriers Safety issues Long Lighting Process 100

101 Cookstove Purchase Drivers (1/2) Robustness or durability is by far the most important purchase criteria for the majority of the target women. Value propositions which combine a long lifespan with other benefits such as speed-of-use, design, portability, or baking/grilling options will be particularly attractive. 1. Long lifespan/robustness: This is by far the most important purchase criteria. Materials which drive value and expectations of a longer life-span include: stainless steel, non-stick materials, cast iron. The metal they use: you can see that the metal is fresh, new, not rusty (Ethno, charcoal trad, Accra) ; I will buy the one that will last (Ethno, wood, Ashanti) ; I want the German stainless steel (FG, charcoal ICS, Takoradi) 2. Speed of use: This is more often associated with the type of fuel used than with a specific kind of stove in the women s mind, however it is clearly the top priority along with lifespan for all of them: If a buy a new coal pot, I will choose the one that cooks fast (FG, charcoal ICS, Takoradi) ; I want the one that I can use to do many things at the same time with multiple burners (FG, charcoal trad, Takoradi) 3. Aesthetics/status: Having a product that makes a statement about who you are is important to most: I would consider the beauty of the stove (Ethno, charcoal ICS, Accra) ; They could have different colors to match you cabinet For a beautiful stove, I would pay up to 150 or 200 Cedis (Ethno, charcoal ICS, Accra) ; For me I will go and show it to those at my workplace (FG, charcoal ICS, Takoradi) Portability: Using a product that can be easily moved around and even transported to different locations is also a clear value-added: The one with handles so as to make it easy to cook my banku and to move. (Ethno, wood, Ashanti) ; For me it s portable. It can easily fit into a bag (FG, charcoal ICS, Takoradi) 101

102 Cookstove Purchase Drivers (2/2) 5. Grilling and Baking: Most women value the versatility of the stoves and the fact that they can use them to grill or bake food in combination with other tools. A lot of traditional recipes involved grilled fish or meat. Offering a grid for grilling for instance, can clearly increase the adoption rate of a stove: The kankra grill can be fixed on a coal pot LPG oven observed in Takoradi I will also go in for stoves with grilling inside to grill your meat or fish because other stoves do not have (Ethno, Charcoal ICS, Accra) ; If I am to buy coal pot; you see the one I describes it to you that has a wire gauge, if I want to buy a coal pot, that is what I will buy (Ethno, charcoal trad, Accra) 6. Efficiency: Wasn t top-of-the mind for the respondents, in part because savings are more associated with the type of fuel used than with the specific efficiency of the stove. However, fuel savings are an important benefit and can drive loyalty once participants have experimented them. It was one of the first benefits mentioned by Gyapa users : I like my kitchen with Gyapa because it s economical (FG, ICS, Takoradi) 102

103 Cookstove Purchase Barriers A fastidious lighting process is the most significant purchase barrier mentioned by respondents. Safety issues, lack of stability, and the need to stand up while cooking can also put off some respondents. 1. Long and fastidious lighting process: This is a strong barrier. A cookstove that is challenging to light will soon be left aside by consumers: Yes, and the coal pot too lights up faster Yes, you see the hole is small (Ethno, charcoal trad, Accra) ; Some of the burners use matches while others do not, so I would buy the burner or stove that will not use matches (FG, wood, Ashanti) 2. Safety issues: This was mostly mentioned in the case of LPG stoves. Women will be reluctant to purchase a cookstove which they feel can cause serious injury, especially to their children: Like a kid can go and light a matches not realizing that he/she has already put the stove on and this can result in fire outbreak (FG, wood, Ashanti) 3. Lack of stability: A good cookstove must be stable enough not to tip over when preparing difficult recipes, especially banku: I would need another stove for banku (FG, charcoal trad, Accra) 4. Standing Position: Some women like to be seated when cooking, especially if they have to stir banku: Then sometimes when I prepare stew when I feel lazy I sit (Ethno, charcoal ICS, Accra) 103

104 Cookstove Purchase Polarizing Criteria Clay liners and heavy weight can be both positively and negatively assessed depending on the consumer s experience 1. Clay: Is a reason to believe that the stove will save fuel but it also fuels concerns about the robustness of the product. Several participants believed that the clay liner in a Gyapa stove could break easily if hot water was poured on it or if banku was stirred on it with too much energy: It s the excessive heat that caused this crack I bought it 6 months ago (Ethno, wood, Ashanti) ; I don t cook banku on Gyapa anymore lest I break it. It is not strong enough to withstand the pressure that is associated with preparing banku. (Ethno, wood, Ashanti) However most of those who have been using it for a long time testify that their stove lasted several years: for 2 years now (FG, ICS, Accra) ; My auntie has used her Gyapa for 5 years (FG, trad, Takoradi) ; I have used mine for 4 years (FG, ICS, Takoradi) 2. Weight: Adjusting the weight of a stove to please consumers is challenging. Weighing the stove is used as a test to assess material quality: if a stove is too light, consumers will conclude that the materials used to produce it are of low quality. On the other hand, excessively heavy stoves will also be rejected by consumers who like their stove to be portable. 104

105 Summary of Key Findings Urban and rural targets regularly mix fuels. LPG users have to resort to charcoal because LPG is sometimes hard to find or to prepare specific recipes. Many charcoal users also have a LPG stove, although they don t always use it. Wood users also use charcoal when it s raining or when they are in a hurry. High prevalence of fuel mixing means that there is a lot of overlap between the various target groups and the types of stoves that can be promoted among them. Consumers are familiar with a broad range of cooking options for each fuel type. The woodstove segment is still largely dominated by 3-stone fires although some alternatives exist (tire-rim, clay stove). The charcoal cookstove market is dominated by traditional coal pots and Gyapas. While the Gyapa has convinced a broad consumer segment, many are still reluctant to using it because they have doubts about the robustness of the clay liner and the value of their investment. Safety issues and fuel shortages are driving some consumers away from the LPG category. Those who would still like to use LPG are particularly attracted to the 4 burner stove with oven, due to its versatility. LPG is often used to heat up food rather than for proper cooking and therefore competes with microwaves more than with other stoves. When selecting a new cookstove consumers focus their attention on material quality first and foremost. Other important criteria include speed-of-use, aesthetics, portability, and versatility (grilling and baking options). Efficiency isn t an ex-ante purchase criteria but will drive loyalty. Lighting issues will be a strong barrier to the adoption of a product. 105

106 Product Testing and Evaluation 106

107 Test Methodology (1/2) A sample of 8 cookstoves were selected by the Global Alliance for testing during this study. The test consisted in a 1 hour cooking exercise conducted with a sample of women representing the priority target groups (traditional charcoal users, charcoal ICS users, and traditional wood users). Each cookstove design was tested in at least two focus groups and by at least four participants. Spontaneous evaluation During the first part of the focus groups, each cookstove design was successively introduced to the participants visually and a short presentation text was read by the moderator. The respondents could observe the product and were asked to give their spontaneous reactions. The moderator would then go through a series of questions aimed at assessing the respondents understanding of the product s key features, the usage that they envisioned for this product, and the main expected benefits. Participants were finally asked to list the product features that they liked and disliked before moving to the next stove. Testing After the spontaneous evaluation, a sample cookstove was randomly assigned to each participant. The respondents were asked to prepare banku with the assigned stove, in the same way that they would do at home. All ingredients and fuel were provided to the respondents in equal and sufficient quantities. The aim of the exercise wasn t to judge the efficiency of the stoves but rather to enable participants to assess whether or not they enjoyed cooking with the products and whether they would be prepared to invest in such products. The project team was able to observe the respondents during cooking and to probe on key challenges, likes and dislikes for each product. 107

108 Test Methodology (2/2) Post-test evaluation Following the cooking exercise, participants were asked to evaluate the stoves again based on their own experience with the products. The moderator probed on key drivers and barriers listed during the spontaneous evaluation to assess how these had evolved following the test. Pricing exercise A pricing exercise was conducted with the respondents to assess the value assigned to each product based on its main features and on the feedback from the cooking exercise. Each respondent was asked to individually assign a price at which she would introduce the products in the market if she was in charge of selling these stoves in Ghana. The point of asking at what price the respondents would sell the products rather than buy them was to avoid bargaining strategies where participants would have tried to convince the moderator to sell the product at a low price. All were asked to share their price estimations individually on a sheet of paper in order to prevent opinion leaders from influencing other participants. Participants who couldn t write received support from the project team. Ranking exercise Finally, participants were asked to vote for the stove they would like to go home with if they could choose one of the three samples presented during the focus group. 108

109 Focus Group Set-Up Discussion Rooms Test Venues 109

110 Overview of Cookstoves Tested Brand: Man & Man Name: Holy Cook (local) Brand: CookClean Name: CookMate (local) Tested with traditional charcoal stove users Brand: Envirofit Name: CH2300 (imported) Brand: Anomena Name: unknown (local) Brand: Dometic Name: Clean Cook (imported) Tested with charcoal ICS users Tested with traditional wood stove users Brand and model of 3rd wood stove withheld at the request of the manufactuer Brand: Envirofit Name: M5000 (imported) Brand: Philips Name: HD4012 (imported) 110

111 Charcoal Stoves 111

112 Man & Man Holy Cook Consumer Segment: Tested with traditional charcoal users only Specificities: Two different designs were tested for this stove. A cylinder shaped stove and a standard Jiko shaped stove. Two Holy Cookstoves were injected in each group. Introductory Text : This is a charcoal stove which is made of a clay liner and metal coating. The fuel must be inserted in the clay bowl and three metal inserts can be used to support the pot. The stove has a door which can be used to control air inflow. 112

113 Man & Man Holy Cook: Spontaneous Assessment Spontaneous Reactions Not new but good looking in Accra where standard Jiko shape was used to present the stove. More impactful in Takoradi, where the cylinder shape was introduced first: Oh it s nice! ; It s beautiful ; Is that a Gyapa? ; The shape is different ; The mould is very attractive (FG, trad, Takoradi) Anticipated Usage Similar to coalpot: It s the same as the coalpot except for the regulator. You can use it with a wire mesh (FG, urban, trad, Accra) Versatile, can cook anything including banku: This is firm on the ground so you can easily cook your banku. The coal pot will shake (FG, trad, Takoradi) Understanding Usage seems straightforward to all. Assimilated to Gyapa Some participants have questions about the difficulty of removing ashes from the ash container One or two think they can bake cakes in the ash container Participants spontaneously mention that the stands are here to raise the pot for simmering at the end of the cooking phase. None of them thinks that they can be used during the main cooking phase. Expected Benefits Fuel savings: are the main expected benefit, derived from clay liner and their knowledge of past advertising/word-of-mouth It saves charcoal. How? Because you don t use much charcoal with Gyapa (FG, charcoal trad, Accra) ; It saves charcoal because of the clay like the ovens made of clay (FG, charcoal trad, Takoradi) Stability: was also mentioned by some 113

114 Man & Man Holy Cook: Detailed Pre-Test Assessment Drivers and barriers for this product are similar to those observed for the standard Gyapa during the ethnographic phase The design: Looks beautiful The door: to regulate the airflow and prevent ashes from spreading in the kitchen: It s got a regulator (FG, trad, Accra) ; I would state that it won t dirty your kitchen (FG, trad, Takoradi) ; You can control the heat (FG, trad, Takoradi) Not new: lacks the appeal of innovative products It s known as Gyapa in the system [especially Jiko shape] (FG, urban, trad, Accra) Clay liner: is polarizing. Some think it isn t robust, but others like the fact that it retains the heat Heavy: in Takoradi only, not a significant barrier The weight is too heavy. A kid cannot handle it. Maybe if you are busy and you ask oh, can you bring the coal pot? They will tell you they can t carry and you have to go back and do it yourself (FG, charcoal trad, Takoradi) 114

115 Observations & Improvements Observations while in use: Participants use the stands to support the pot at the end of the cooking phase, when they want to reduce the heat in the pot. They tend to do this more than they use the door to regulate the airflow: My pot was burning underneath so I lifted the pot up and the placed these (stands) up like this then put the pot on top and now the heat came down (FG, charcoal trad, Accra) Few participants (if any) used the door to regulate the fire while cooking. All participants tend to fill this stove to overflowing and use charcoal to support the pot which might result in over consumption and airflow problems. Requested Improvements: Some participants found that the stands could be removed to lower the price of the product. Many participants fill this stove to overflowing 115

116 Man & Man Holy Cook : Observations & Improvements Lighting the Holy Cookstove wasn t difficult All participants left the door of the Holy Cookstove open throughout the stirring process. Right: participant has removed charcoal from the fuel chamber to lower the power of the fire 116

117 Man & Man Holy Cook: Detailed Post-Test Assessment The Holy Cookstove offered a satisfactory cooking experience in terms of ease-ofuse, fuel consumption and stability. Delivers on savings expectations: most participants already thought that this stove was saving charcoal before coming to the group. The testing exercise confirmed this expectation. Easy lighting: all respondents thought that this stove was easy to light: It s easier. With the one at home, I have to fan before the fire is lit, but, for this, I did not need to do that (FG, charcoal ICS, Takoradi) Handles are effective: It doesn t conduct heat (FG, charcoal trad, Accra) For the participants who don t like clay, this was still a barrier after the test Weight is polarizing: most testers thought that the weight was acceptable, but it was still a barrier for a minority of respondents who had tested other products: You can t take it far. It s too heavy (FG, charcoal trad, Takoradi) ; I d rather buy the one I used. This one is too heavy (FG, charcoal trad, Takoradi) ; The weight is fine it s good (FG, charcoal trad, Accra) Ashes are easy to remove: I thought maybe when I am going put out the fire maybe I have to use broom or something to scoop up the ashes but I saw that when I pour out the fire the ashes also came out by itself and I was like wow! (FG, charcoal trad, Accra) Stable: It is easier to use [than the coalpot] because it doesn t shake (FG, trad, Takoradi) 117

118 Man&Man Holy Cook: Value Price estimations for the Holy Cook varied from 10 GHc to 50 Ghc Price Estimations GHc Price Range Mean Price Median Price Accra Takoradi Low price estimations: Participants already have prices in mind for the Gyapa stove: It s the price for this size (FG, charcoal trad, Accra) ; Clay is a polarizing material and doesn t drive value for all: I gave ten because clay is a material that you can find locally (FG, charcoal trad, Takoradi) ; I gave 20 because the clay can break (FG, charcoal trad, Takoradi). High price estimations: Participants value the fuel savings and the cleanliness of the product: It saves charcoal and it doesn t spoil the place (FG, charcoal trad, Accra) Clay is valued by some: it will last longer (FG, charcoal trad, Accra) ; 40 because the clay is heavy and it will last (FG, charcoal trad, Takoradi) Differences in willingness to pay for the Holy Cook are mostly explained by the polarizing effect of clay as a raw material 118

119 Man&Man Holy Cook: Key Findings The Holy Cookstove is a product most participants feel familiar with and associate with the Gyapa stove. This product lacks the magnetism of brand new designs which hasn t yet been introduced to the market; but has a good reputation overall. Most participants like its appearance, are familiar with its operation and know that it can help in saving fuel. The introduction of a slightly different shape through one of the samples was appreciated. Weight and robustness are the two main spontaneous concerns with this stove. Both of them are conveyed by the use of clay as one of the main raw materials. The participants who tested this stove had a satisfactory cooking experience. The fuel savings still seemed credible after the test and the stove was easy to light and manipulate. Its stability was also appreciated. However, barriers related to the robustness and weight of the stove remained. Overall, the Holy Cook is a good product but it isn t new and it seems unlikely to quickly attract many users who aren t already converted to the Gyapa. 119

120 CookClean CookMate Consumer Segment: Tested with traditional charcoal users only Specificities: Three samples of this product where tested in each focus group. Introduction Text : This is a charcoal stove which is entirely made of metal sheet. It has a deep fuel chamber and a skirt that covers the sides of the pot while cooking. The pot must be inserted in the skirt and there should be a small space to let the air flow between the skirt and the pot. This stove also has a door which can be used to control air inflow.. 120

121 CookClean - CookMate: Spontaneous Assessment Spontaneous Reactions Strong positive impact at first sight: wouah ; it s nice ; it s new ; it draws attention (FG, charcoal trad, Accra) ; Coalpot with swag! ; You can give it as a present! (FG, charcoal trad, Takoradi) Understanding Easy to operate/similar to coal pot. The benefit of the skirt in terms of efficiency is clear: All the heat will stay under the pot (FG, trad, Accra) Seems engineered/high technology: They ve calculated everything ; I also like the door, the fact that it s sliding (FG, charcoal trad, Accra) Anticipated Usage Similar to coal pot: It works the same as coal pot (FG, Accra, trad); It seems easy to use (FG, trad, Takoradi). Expected Benefits Long lifespan: metal is less polarizing than clay: I think it will last long because of the metal ; It s durable (FG, trad, Takoradi) ; For me since I am afraid of trying Gyapa this would be good (FG, trad, Takoradi) Status and cleanliness: Hides charcoal from sight: Those of us who bluff [show off] a lot we don t want people to see that we use coal pots, it will be good for us (FG, trad, Takoradi) Fuel savings: it will save more charcoal [than Man & Man] because the air is controlled (FG, ch. trad, Accra) 121

122 CookClean - CookMate: Detailed Pre-Test Assessment The CookMate is a strong value proposition with expected benefits in terms of status, fuel savings and durability The skirt: charcoal is hidden, also provides a reason to believe in fuel savings: It s hygienic, someone wouldn t think it s a charcoal stove (FG, charcoal trad, Accra) ; Material quality: seems good: I think it will last long because of the metal (FG, charcoal trad, Accra) The painting is polarizing: the color is attractive but some fear that it wont last: The painting it s nice (FG, trad, Accra) ; They should change the color. It will get black with time (FG, trad, Takoradi) The door: for air control and cleanliness: Even the door sliding door [giggling] I will say it will not dirty my kitchen (FG, charcoal trad, Takoradi) Handles: I can easily lift it (FG, charcoal trad, Accra) 122

123 CookClean CookMate: Observations & Improvements Observations while in use: Strong smell of burning/melting paint after a few minutes. One participant mentioned it and then commented: It will go away if I use it a lot (FG, trad, Accra) Hard to use iron rods with this stove as the skirt covers the sides of the pot. The rods will rest on the skirt and hardly reach the floor. Need for special rods, very long rods Pot tends to slip on the stands: When the participants were able to use the rods, the pot would shake/slip on the inserts which made the stove unpleasant to use for banku. One participant added more charcoal so that the pot would sit on it rather than on the stands. Few participants used the door to regulate air. Requested Improvements: Reduce the height of the skirt: They should reduce the size of the skirt so that we can use bigger pots (FG, charcoal trad, Accra) ; The charcoal collector should come higher and the skirt be shorter (FG, charcoal trad, Takoradi) Participant trying to adjust iron rods and stabilize her pot during test. 123

124 CookClean CookMate: Observations & Improvements The iron rods slip on the stands and slide on the edges of the skirt, which causes the pot to shake in the stove. Charcoal used to wedge the pot in the stove because it was sliding on the stands. 124

125 CookClean CookMate: Detailed Post-Test Assessment Participants had mixed experiences with the CookMate: the stove is considered efficient and fast but most weren t comfortable preparing banku on it Participants observe fuel savings: It doesn t take too much charcoal and it s still effective (FG, charcoal trad, Accra); We put less charcoal than in the coal pot and there was enough fuel left to cook something else after the banku (FG, charcoal trad, Accra) Fast: participants were able to prepare their banku quickly with this stove: I was surprised at how fast it was (FG, charcoal trad, Accra) Skirt effectively retains heat: The sketch is good. It prevents the heat from coming out because sometimes the coal pot when you used it you can feel that the fire the heat all over but these one you cannot feel the heat (FG, trad, Accra) ; It s also ok because the skirt protects your legs while stirring banku (FG, trad, Takoradi) Skirt + Iron rods combination: The height of the skirt makes it hard to use iron rods on this stove. Most respondents think the combination would work better with a larger pot Everything was ok except that my pot was shaking (FG, charcoal trad, Accra) ; I also found that the pot shaked (FG, charcoal trad, Takoradi) Pots tend to slip on the stands: one of the explanations for this issue could be that the stands are painted This is better than coalpot but if there is not enough charcoal the pot will shake while preparing banku (FG, trad, Takoradi) Handles heat up during cooking process: the handles were hot (FG, trad, Accra) 125

126 CookClean CookMate: Value Price estimations for this stoves varied from 12 GHc to 60 GHc Low price estimations: Price Estimations GHc Price Range Mean Price Median Price Accra Takoradi Low price estimations where mostly given by consumers who value clay (over metal) as a raw material: It looks a little lighter (FG, charcoal trad, Takoradi) ; It s not heavy (FG, charcoal trad, Takoradi) High price estimations: High prices estimations were mostly given by consumers who value metal metal as a raw material: Because there is no clay so I added five. It doesn t break (FG, charcoal trad, Takoradi); 50 because of the inner metal as compared to the clay (FG, charcoal trad, Takoradi) A minority of respondents also explained that this stove also deserved a high price because it saved fuel: This one is more economical (FG, trad charcoal, Accra). Differences in willingness to pay for the CookMate are mostly explained by the polarizing effect of metal vs. clay as a raw material 126

127 CookClean CookMate : Key Findings The CookClean has an impactful, attractive design which caught the attention of the participants. It s innovative features (sliding door) and its polished finish make it stand out as a quality, well engineered product. While innovative, the CookClean seems to have a familiar operation process and participants immediately felt that they would be comfortable using it. This cookstove has a prestige dimension and participants anticipate that owning it would send a message about their improved social condition. The use of metal as the only material to produce it makes it less polarizing than the Holy Cook. The skirt and the sliding door drive expectations that this stove will save fuel. Participants had a somewhat disappointing cooking experience with this stove because they struggled to use the iron rods which are necessary to stir banku and because the pot would slide on the stands. Some participants considered that this problem could be solved by using a bigger pot. However, since the pot sizes used varied from 1.5 to 2.5, there may be a need to adjust the dimensions of the stove/skirt to make it more versatile. The paint seemed to melt/burn during the first cooking sessions and could also be a concern for health professionals, although it wasn t a concern for the participants. Overall, this stove has a good potential to convert new users to clean cooking but it may need some fine-tuning before promotion on a large-scale. 127

128 Envirofit CH2300 Consumer Segment: Tested with charcoal traditional users and charcoal ICS users. Specificities: Three samples of this product where tested in all charcoal focus group. Introduction Text : This is a charcoal stove that is made of insulated metal alloy. There is an air inflow at the bottom of the pot which can be operated with a small knob. Pull it to the left to lower/close the air inflow and to the right to open the air inflow. 128

129 Envirofit CH2300: Spontaneous Assessment Spontaneous Reactions This stove is immediately identified as foreign (positive): aboshi [foreign in local language] ;; I don t think it s locally made (FG, ICS, Takoradi) ; Knowing that it comes from outside would make me feel it s quality (FG, ICS, Takoradi). Preferred country of origin: Not from Africa ; Maybe Europe. However, most participants would prefer a Ghanaian product to a Chinese one. Very strong positive impact at first sight: waouh! ; It s cute (FG, trad, Takoradi) ; It s bluffin (FG, ICS, Takoradi) Anticipated Usage Everything except banku: only half of the respondents thought that they could prepare banku with this stove before testing: If I want it to last, I won t use it for banku (FG, trad, Accra) ; It s too low to use the iron rods (FG, ICS, Takoradi) For smaller pots: It s not good for big sauce pans (FG, trad, Takoradi) Usage differs from that of other coal pots: participants envision using it on a table as a gas stove : You can use it to cook in your room (FG, ICS, Takoradi) Understanding How the air flows through the fuel chamber is unclear unless further explanations are provided: I am not sure that the air can get through (FG, trad, Accra) However once it has been explained, the participants understand how the ventilation system works: If you want to open it, you turn the handle towards the large side of the triangle (FG, ICS, Accra) Several questions on where the ash is being stored/where it goes: so the ashes aren t coming down? (FG, trad, Takoradi). Expected Benefits Fuel savings: mostly due to small size : It saves more than the two other stoves because it s smaller (FG, ch. trad, Accra) ; It saves more than the Stove A (Holy Cook) (FG, ch. trad, Takoradi) Long-lasting: raw materials are immediately identified as high quality The metal that is used, you can see that it s quality, not like the Gyapa (FG, ICS, Takoradi) Portable: It s very portable (FG, ICS, Takoradi) Design/Aesthetics: Rice cooker (FG, ch. trad, Takoradi) 129

130 Envirofit CH2300: Detailed Pre-Test Assessment The CH2300 is an extremely attractive product due to its innovative design and its high perceived quality. Consumers need to be reassured on ventilation and stability Nice design: The mould is very nice (FG, charcoal trad, Takoradi) Handles: received a lot of positive assessments The handle isn t made of metal, you don t need a tissue ; the handles they are made of wood (FG, charcoal ICS, Accra) ; the wooden handles are good (FG, charcoal trad, Takoradi) Material quality: although it is compared to non-stick metal (positive) respondents expect it to be durable It looks like the stainless bowls (FG, charcoal trad, Accra); It s a non-stick coal pot: like the sauce pans! (FG, charcoal trad, Takoradi) Airflow: some participants are worried about the airflow (since the gate is hidden under the stove). They anticipate that this stove might need to be intensely fanned throughout the cooking process: Some people might think it wouldn t get enough air from under It will waste your time (FG, charcoal trad, Takoradi) Stability: in each group some respondents wondered whether it would be stable enough to use large pots and prepare banku: I think you can t cook banku on it (FG, charcoal trad, Takoradi) Refilling (just a few comments): Maybe it s difficult to add charcoal, with the Gyapa it s easy (FG, ICS, Accra) Small Format: It s very portable when travelling you can put it your hand bag and take it along (FG, charcoal trad, Accra) ; When you are going to cook food, you can carry it (FG, charcoal ICS, Accra) ; I like the fact that it s small (FG, charcoal ICS, Accra) 130

131 Envirofit CH2300: Observations & Improvements Observations while in use: Over filling: Participants tend to fill the stove to overflowing: this affects the airflow and the stability of the stove (in all groups): If I don t fan, it will be too slow (ie: I will lose time) (FG, urban, Accra) Ventilation issues: 1. Participants fanned the stove a lot because they were concerned about the airflow. However this did not result in significant complaints. 2. Because the air inlet is hard to see/reach participants fanned the stove from the top which sometimes resulted in a lot of sparkles flying through the bottom of the stove 3. Participants hardly used the airflow regulator to control the power of the fire (many feared that there wouldn t be enough air flowing through the stove): we didn t use the air regulator but we would have used it for rice (FG, urban, trad, Accra) Stability: For one participant who didn t want to use the iron rods, the pot was shifting on the stove because of the removable stand. Requested Improvements: Fix the stand to the stove: Several respondents did not understand why the stand that supports the pot wasn t fixed to the stove and thought that it should be fix to improve stability (before testing): you should fix that part (FG, trad, Accra) Participants fanned this stove intensely 131

132 Envirofit CH2300: Observations & Improvements When used with iron rods, this stove makes banku preparation very comfortable Participants tend to fill this stove to overflowing 132

133 Envirofit CH2300 : Detailed Post-Test Assessment Participants were very enthusiastic after preparing banku with this stove. They experienced strong benefits in termes of ease-of-use, speed-of-use and fuel savings. Very positive experience overall: My interest is now I want to take it home. I love it! (FG, charcoal trad, Takoradi) ; So nice! (FG, charcoal trad, Takoradi) ; I would like it in my ideal kitchen (FG, charcoal ICS, Takoradi) Very noticeable fuel savings: With the same charcoal I could cook 2 pots of banku (FG, charcoal ICS, Accra) ; When I prepare banku at home I use 1 Cedi charcoal. Here I used less than 50 cents (FG, charcoal trad, Takoradi) Airflow: is still a minor concern There wasn t enough airflow we kept fanning (FG, charcoal trad, Accra) ; There isn t much space for the air (FG, charcoal ICS, Accra) Size is slightly polarizing (very minor): participants expect this stove to be offered in larger sizes as well I would like it a little bit bigger so that I can use a big size of pot (FG, ICS, Accra) Stable: participants are reassured, this stove can cook banku I came across this cute new coal pot it was convenient to use and at the beginning I thought my pot will be shaking but it didn t shake (FG, trad, Accra) Seems very effective/fast : Because that one you can see when you are using it it s faster that is why am changing my mind (FG, charcoal trad, Accra) ; It was fast Almost as fast as the LPG (FG, charcoal ICS, Takoradi) ; I now even love it more because it went faster than I expected (FG, charcoal ICS, Takoradi) Ash container is ok: initial concerns have vanished There was no ash. I even wondered where the ashes went (FG,ICS, Takoradi) 133

134 Envirofit CH2300: Value Price estimations for this stoves varied from 7 GHc to 150 GHc. Higher dispersion in prices shows that consumers struggle to assess the value of this new product Price Estimations GHc Price Range Mean Price Median Price Accra (traditional) 20 to Accra (ICS) 7 to Takoradi (traditional) 10 to Takoradi (ICS) 15 to Low price estimations: Low prices were mostly justified by the small size of the stove: although many consumers value its portability and many other features, a small size is associated with a lower price in the mind of most respondents: I said 7 because Gyapa is 12 and this one is smaller (FG, trad, Accra) ; 10 because it s smaller (FG, trad, Takoradi) High price estimations: The innovative design and materials of the product are the main value drivers: If something is new in town you will buy it (FG, charcoal trad, Accra) ; I said 50 because of the handles, the metal, the inside how it s been made (FG, ICS, Accra) ; I gave it 70 because of the handles and the non-stick metal (FG, charcoal trad, Takoradi) ; I gave it 50. I looked at the quality (FG, charcoal ICS, Takoradi) Portability also creates willingness to pay: 50 because of the portability: you can take it anywhere (FG, ICS, Accra) Although consumers are very attracted to the CH2300 and want to buy it, its small size explains that it had a lower mean price in most groups. 134

135 Envirofit CH2300: Key Findings The Envirofit CH2300 is a very impactful product which impressed all the participants from the outset. Consumers immediately identify that it is of a different quality, a different finish, which leads them to conclude that it is imported. Its foreign origin adds to its prestige. The materials used to manufacture the stove are very attractive (assimilated to non-stick metal). Participants initially had difficulties to understand how the ventilation system and the ash collector worked on this stove. They were also concerned by the stability of the stove due to its small size. However, they spontaneously associated several benefits with the product before testing it: longlastingness derived from material quality, portability, fuel savings, and a pleasant design. The cooking experience was very positive for all users and lifted most of the barriers for those who thought that this small stove wouldn t be stable enough to prepare banku. Participants observed very significant savings and were also impressed by how fast the stove cooked their banku compared to its size. The ventilation system and the removable stand are two minor areas for improvement. However, the main challenge for this stove is the need to educate the consumer on its price as most women are currently convinced that smaller products deserve a smaller price. The CH2300 has a strong potential to attract a large population of users as it stands and is a good candidate for large-scale promotion in Ghana. It should be marketed with pictures or videos demonstrating its stability and capacity to prepare banku to reassure potential consumers. 135

136 Liquid Fuel Stoves 136

137 Anomena LPG stove Consumer Segment: Tested with charcoal ICS users only. Specificities: Only one sample of this product was available for the test. In order to collect more feedback, two participants were asked to use it together in each group. Introduction Text : This is an LPG stove that comes with a large size cylinder. Turn the knobs on the cylinder and on the stove to open the gas inflow, then scratch a match close to the burner to start the flame. The size of the flame can be controlled with the knob on the side of the stove. Don t move the stove or the bottle while the gas is open and make sure that the gas cylinder doesn t fall. Also, avoid walking over the pipe while the gas is open. 137

138 Anomena LPG stove: Spontaneous Assessment Spontaneous Reactions Low impact: Few reactions when the product was first displayed Polarizing: I don t like it. It s too big (FG, ICS, Accra) ; I don t like it because of the size and weight (FG, ICS, Accra) Understanding A stove aimed at people cooking in large quantities: It will replace firewood because of the size ; It would be used for those preparing food (FG, charcoal ICS, Accra) ; For the weddings ; It s good when you put large pots on it (FG, ICS, Takoradi) Anticipated Usage An institutional stove for professionals: If I want to sell banku and tilapia I can use it for my commercial (FG, ICS, Takoradi) ; I can use it if I have a business (FG, ICS, Accra) Expected Benefits Speed of use: It cooks fast (FG, ICS, Accra) To rent out: I could rent it to someone (FG, ICS, Accra) ; I would like to own one but I wouldn t use it I would rent it out (FG, ICS, Takoradi) 138

139 Anomena LPG stove: Detailed Pre-Test Assessment The Anomena LPG stove is a polarizing product. It is mostly appreciated for its perceived robustness. Robust burner: participants notice that the burner is very heavy and made of cast iron I like the burner: you don t need to open it and clean it (FG, charcoal ICS, Accra) Windshield: The burner is fixed inside and the air will not go inside (FG, charcoal ICS, Accra) Safety: Negative comments about the regulator/knob and the way it is connected to the burner the screw is not good ; it should be covered (FG, charcoal ICS, Accra) Doesn t seem very stable: Me I think that it will shake on its stands. When you put a big pot on it, it will tilt! (FG, charcoal ICS, Takoradi) 139

140 Anomena LPG stove: Observations & Improvements Observations while in use: Safety issues: 1. In both groups the participants were very scared to light this stove in part because of the big size of the burner, the several knobs that need to be turned to regulate the gas flow and also because of the noise produced by the gas flowing through the burner. 2. Some participants were confused about the operation of the knob and turned it in the wrong direction which resulted in a very large (and scary) flame. 3. Due to the height of the stove, and the positioning of the regulator on the side of the stove, the gas pipe was lying on the floor during most of the cooking exercise. There is a risk that the user or a household member stumble over it, which could result in an accident. Versatility: It was impossible to use the iron rods with this stove due to its height and width. The rods wouldn t reach the floor. Stability: The stove shook when the floor wasn t perfectly even. Requested Improvements: Should be produced in smaller sizes. There is no indication to help users turn the regulator in the right direction. The screw connecting the knob to the burner is also scary. 140

141 Anomena LPG stove: Observations & Improvements It is hard to prevent the gas pipe from resting on the floor The iron rods can t reach the floor. The stove had to be wedged with a piece of carboard. 141

142 Anomena LPG stove: Detailed Post-Test Assessment Speed-of-use is the main benefit of this stove. However, it isn t adapted to domestic tasks and its large size creates concerns regarding fuel consumption Fast cooking process: I would use it for my business because I saw that it was very fast ; It saves time (FG, ICS, Accra) Note that the manufacturer of this stove has indicated that it is intended to specifically target street food vendors. Many women in Ghana use their stoves for small scale commercial use in addition to home use, so it was included in the study. Significant safety concerns. Impossible to use normal size iron rods with this stove Wasteful: It s fast but I think it s wasting fuel ; It s for bigger pots (FG, ICS, Takoradi) The regulator is confusing: The regulator isn t that easy to use (FG, ICS, Takoradi) ; When you want to reduce the fire, it will go off (FG, ICS, Takoradi) The stove shaked on its stands at Takoradi venue 142

143 Anomena LPG stove: Value Price estimations for this stoves varied from 30 GHc to 200 GHc (excluding cylinder). Price Estimations GHc Price Range Mean Price Median Price Accra 40 to Takoradi 30 to Low price estimations: Low price estimations were justified by the lack of convenience of the stove for a domestic use: I said 40 because it s very heavy (FG, ICS, Accra) ; 40. The stands, it s not stabe (FG, ICS, Takoradi)) High price estimations: This stove clearly belonged to a different product category in the respondents minds and did not stand in the same price range as domestic stoves. High prices were also largely driven by the robustness of the product: I gave 100 because this one it s robust compared to the one I have (FG, ICS, Accra) ; I gave 150 because I think it will last (FG, ICS, Accra) ; 50 because it s very strong. It will last (FG, ICS, Takoradi). Expectations to make money by renting it sometimes created willingness to pay for this stove: The thing is big and you can use it for funerals so you are not using your money (FG, ICS, Takoradi) Only a minority of respondents were prepared to buy this stove, although they gave it a high price. While they see its value, they don t find it suited to their needs 143

144 Anomena LPG stove: Key Findings The Anomena LPG stove is first and foremost seen as a professional product. Its design is neither impactful nor particularly pleasant but participants expect that this stove will cook fast and in large quantities. They also see it as a potential source of income, as this stove seems well suited for a rental activity. During the spontaneous evaluation, some concerns emerged about the safety of the product, especially related to the regulation knob which is positioned on the side of the stove and directly connected to the burner. These were confirmed during the cooking test as all participants were scared to light the stove and requested that the project team light if for them. In addition, the respondents struggled to understand in which direction they should turn the regulation knob and in one instance this led the participant to panic and step away from the stove when the flame became impressively big. The stove was too large to be used with a domestic pot and normal iron rods. Its design makes it difficult to adjust to uneven floors and creates stability issues when one of the four legs doesn t reach the floor. Overall, this stove wasn t well suited to the needs of domestic users but could be promoted among professional cooks. However, features should be added to this product in order to improve user safety. 144

145 Dometic Ethanol stove Consumer Segment: Tested with charcoal ICS users only. Specificities: Three samples of this product were tested in each charcoal ICS group. Introduction Text : This a stove that works with a special type of alcohol called ethanol. This stove has two burners and each burner can be opened or closed with a small knob. Turn the burner to full open position and light the burner by holding a lit match at the burner opening. Then adjust the flame with the knob. Make sure the stove is on a level base when operating. 145

146 Dometic Ethanol stove: Spontaneous Assessment Spontaneous Reactions Very strong positive impact: Hush ; It s nice ; It s attractive (FG, ICS, Accra) ; It s nice. You can clean it easily and it will shine (FG, ICS, Takoradi). Understanding Assimilated to kerosene stove at first sight: Does it use kerosene? (FG, ICS, Accra) Anticipated Usage Would replace a LPG stove: It looks like table top gas but it s not gas so that s why I like it (FG, ICS, Takoradi) Can be used for banku: you can put it on the floor to cook banku (FG, ICS; Accra) Expected Benefits Safety: It is safe as compared to the gas. I don t know much about the fuel but it seems safe (FG, ICS, A ccra) Portable: You can travel with it (FG, ICS, Takoradi) ; Nice design: Pleasant look: The appearance It s neat (FG, ICS, Accra) ; It would beautify my kitchen (FG, ICS, Takoradi) Easy to maintain: It s easier to clean (FG, ICS, Accra) ; There is no painting so you can scrub it (FG, ICS, Takoradi) 146

147 Dometic Ethanol stove: Detailed Pre-Test Assessment An attractive alternative to LPG but consumers need to be reassured about fuel price and availability, as well as material quality 2 burners: Having 2 burners is nice (FG, ICS, Takoradi) No cylinder: This one there is no bottle that prevents you from moving it (FG, ICS, Takoradi) Table-top but can also be used on the floor Material quality is polarizing: many like stainless steel but have had bad experiences with low quality metal which rusted quickly. Is it not going to rust? I think it might rust (FG, ICS, Accra) ; It looks nice but before I buy something I want to check the quality (FG, ICS, Accra) Ethanol: Concerns about the availability/price of this fuel: What if you don t find ethanol? ; There should be something that you can use instead of ethanol (FG, ICS, Accra) ; I would like to know how much the ethanol costs (FG, ICS, Takoradi) Refueling and lighting process: There should be a hole so that you can add fuel without turning it upside down (FG, ICS, Accra) ; I think it s too direct to put the match directly in the hole 147

148 Dometic Ethanol stove: Observations & Improvements Observations while in use: Sometimes slow: the venue used in Takoradi was very open (roof but no walls) and wind seems to have affected cooking speed for one user. No significant issue during use: 1. All participants found the stove very easy to light. 2. Several participants decide to use the stove on the floor and felt that it worked very well. 3. It was sometimes necessary to refill the ethanol canisters during the cooking task and participants felt that this process was easy*. The cooking experience is actually very close to what LPG provides: It s good for people who are scared of LPG (FG, ICS, Takoradi) ; It would replace LPG table-top stoves (FG, ICS, Takoradi) Requested Improvements: Meter: Some respondents requested that the manufacturer adds a meter to help them anticipate on the need to refill the ethanol canisters. *: note that the manufacturer of this stove has found that 1 full canister of ethanol (1.2 liters) can usually cook on high power for 4 hours and on low power for about 9 hours. Participants in the workshop did need to refill their canisters despite the short cooking time due to limited supply of this fuel for the study, which meant that the canisters were not full at the start of cooking. Participants were also encouraged to test adding more fuel to the stove during cooking to test whether they found it easy or challenging. 148

149 Dometic Ethanol stove : Observations & Improvements Participants felt comfortable stirring banku on the floor with this stove Lighting and regulating the Dometic stove was easy. 149

150 Dometic Ethanol stove: Detailed Post-Test Assessment A very positive cooking experience overall: combines the benefits of charcoal and LPG stoves Overall impression is still very positive : I still like it (FG, charcoal ICS, Takoradi) Easy to use/convenient: barriers related to lighting or refueling process are lifted Anybody at all could use it. It s convenient! (FG, charcoal ICS, Takoradi) Stable: It makes steering banku easy because the stand is very firm (FG, ICS, Takoradi) Easy regulation: Adjustable flame/power: You can increase the intensity of the fire (FG, charcoal ICS, Takoradi) Portable: you can take it everywhere (FG, ICS, Accra) ; You can drive your banku wherever you need to take it (FG, ICS, Takoradi) Durability (minor): Still minor concerns about the durability of the product: the inserts are black. I think it won t last more than a year I have the perception that it would rust (FG, ICS, Accra) ; if I pour water on it while cooking, will it affect it? Safety (minor): Some sharp edges on the stands which support the pots: The only problem I had was that I poured water and I cut myself while trying to swipe it I wanted a way that I would just need to shift the inserts to clean it (FG, ICS, Accra) Speed (minor - only in Takoradi): It s very slow but I think it s because of the wind (FG, ICS, Takoradi) Versatile: It could cook anything (FG, ICS, Takoradi) Feels safe: It s not dangerous like the gas (FG, ICS, Accra) ; There s no risk that the kids will come and play with the regulator or the pipe (FG, ICS, Takoradi) 150

151 Dometic Ethanol stove: Value Price estimations for this stoves varied from 25 GHc to 100 GHc. Price Estimations GHc Price Range Mean Price Median Price Accra 25 to Takoradi 30 to High price estimations: Respondents base their assessment on the price point they have in mind for LPG stoves: I said 80. Because last year I went to buy a one burner gas stove and they gave it to us 60 cedis (FG, ICS, Accra) In addition this product brings additional benefits in terms of portability and safety which give it extra value : 50 because this one you don t need a cylinder They have fixed everything for you (FG, charcoal ICS, Takoradi) ; 80 it s safe, you don t need to use gas (FG, charcoal ICS, Takoradi) This stove really convinced most respondents. The only strong barrier which still needs to be removed after testing is that of the fuel availability and price 151

152 Dometic Ethanol stove: Key Findings The Dometic ethanol stove was very well received by participants who immediately saw it as a potential alternative to LPG. The two burner set-up is a feature which is shared with some LPG stoves and very much appreciated. Consumers anticipate that this technology will be safer to use than LPG while providing additional benefits in terms of portability and versatility. Respondents spontaneously explained that this stove could be used like a coal pot to prepare banku on the floor. On the other hand, there were significant concerns regarding the availability and price of the ethanol which would need to be addressed by potential promoters of this technology. The cooking experience was very pleasant both for the women who chose to cook on the floor and for those who preferred to use the stove on a table. There were no significant challenges linked to the use of ethanol (lighting or refilling of the canister). The durability of the stainless-steel coating was one polarizing dimension of the product which could potentially be addressed in the marketing strategy of this stove. Indeed, some women have had bad experiences with stainless products which rusted quickly. Overall, the Dometic ethanol stove stands as an excellent combination of the benefits of the LPG stove (ease-of-use, speed-of-use) and those offered by charcoal stoves (portability, versatility). It is a very good value proposition with a strong potential to attract consumers. However, promoters will need to invest heavily in the promotion of ethanol to reassure consumers on its price and long-term availability. 152

153 Wood Stoves 153

154 Background The wood stoves were tested in two different villages outside of Takoradi (45 min drive from the city center). Most focus group participants had never used anything other than a 3-stone fire to cook with wood before the test. A couple of them were using more advanced designs such as tire-rim stoves. The improved stoves introduced during the test therefore involved quite a significant change in habits for them. It appeared quite clearly during the test that the shift from a 3-stone fire to a wood ICS involved a longer learning process than the replacement of coal pot with a charcoal ICS and this must be taken into account when interpreting the results presented in the following pages. The project team gave more detailed explanations to the participants for the wood ICS than they had done for the charcoal ICS. Despite this fact, participants required significantly more support during the cooking process than was the case with the charcoal stoves and the explanations had to be repeated several times, especially regarding adding of fuel to the stove and fire lighting. These initial lighting challenges point to a need for more intensive training and awareness raising among wood users. The Envirofit M5000 and another wood stove (brand and model withheld at request of manufacturer) were tested with wood purchased locally. The Philips stove was tested with wood chips purchased at a supermarket in Accra. In order to make the cooking process as consistent with local habits as possible, participants were initially only provided with matches and wood. When they requested additional fire starter, they were offered kerosene and paper. This was the case in the first group. In the second group, the participants didn t request anything and lit their fire with kindling. Some of them also used the plastic bag in which their dough was contained as fire starter (as is often the case in real life conditions). All rural fieldwork was conducted in local language (Twi). 154

155 Envirofit M5000 Consumer Segment: Tested with traditional wood users only. Specificities: Two samples of this product were tested in each traditional wood group. Introduction Text : This wood stove has a robust frame made of alloy metal. It features adjustable handles and a metal grate to support the wood. Start by inserting kindling along with your usual fire starter in the main opening of the stove. Once the fire is lit, you can add wood sticks to fuel your fire. You can support the wood sticks with a rock or a brick to improve combustion. Always make sure that there is enough space left in the main opening to let the air flow freely in the stove. Flip up the metal grate to remove ashes. 155

156 Envirofit M5000: Spontaneous Assessment Spontaneous Reactions Very strong positive impact: wow ; it s nice ; it s beautiful (FG, wood, Ashanti, G1) ; It s neat ; I have not seen this design before (FG, wood, Ashanti, G2) Unique product: I have not seen the same design before (FG, wood, Ashanti, G1) Understanding Some participants mistook this wood stove for a charcoal stove at first glance or expected the stove to accommodate multiple fuels: What I am wondering is where I can put my charcoal (FG, wood, Ashanti, G2) ; Can you use charcoal for it? (FG, wood, Ashanti, G1) The materials used to produce this stove seem new and unfamiliar to the rural target group. This leads to some questions to clarify the components of this stove: Madam, is there something that will burn inside or melt? (FG, wood, Ashanti, G2) Anticipated Usage Very versatile: can cook rice, fufu, ampesi, soup, or even be used with a grill to grill fish or meat. Expected Benefits Ease-of-use: convenient, effortless It will be easier to use ; I just have to wait for it to cook (FG, wood, Ashanti, G1) Fuel savings: It will not consume much fire wood because the space is not much (FG, wood, Ashanti, G1) ; Madam, this one will consume less firewood than the mukyia [3 stone fire] (FG, wood, Ashanti, G2) Clean: Smoke will not bother you (FG, wood, G1) Portable: You can lift it from one place to the other when you are confronted with rain (FG, wood, Ash., G1) 156

157 Envirofit M5000: Detailed Pre-Test Assessment The Envirofit M5000 arouses significant interest among consumers who expect it to be convenient, efficient, portable, and last but not least durable. Accommodates several sizes of pots: It looks simple so any pot can fit on it (FG, wood, Ashanti, G2) No significant spontaneous barrier Handles: contribute to portability and provide some flexibility What I like about them is the flexibility I would remove the handles while cooking to avoid an accident (FG, wood, Ashanti G2) Material quality: seems durable, some respondents tried to weigh the stove and were convinced Yes, we believe it s quality (FG, wood, Ashanti, G2) ; Looking at how it is, it will be expensive (FG, wood, Ashanti, G1) ; Not only its beauty but it will last long (FG, wood, Ashanti, G1) 157

158 Envirofit M5000: Observations & Improvements Observations while in use: Fuel amount: 1. Initially, most participants tend to stuff this stove with a big load of wood despite explanations received from the moderator: If you put the right quantity of wood inside, there will be no smoke but if there is no adequate woods, then you can encounter smoke but on the whole it is good (FG, wood, Ashanti, G2) 2. However, after being reminded of the instructions, all participants were able to light the stove and complete the cooking task. Lighting: one of the four participants who used this stove initially had difficulties to light it, in part because she used too much wood. Requested Improvements: There were no improvement requested for this stove. Although they have been warned not to do so, participants initially try to feed the stove with a lot of wood before lighting it. 158

159 Envirofit M5000 : Observations & Improvements Once they have been reminded of the need to start the fire with kindling, participants manage to light the stove easily. Participants felt very comfortable preparing banku with this stove. 159

160 Envirofit M5000: Detailed Post-Test Assessment Participants enjoyed cooking with this stove and were enthusiastic about its speedof-use, ease-of-use, cleanliness and efficiency. Fast and effortless: Right after setting the fire, my banku started to cook fast and that made me finish early ; The fire worked faster for the banku to cook early (FG, wood, Ashanti, G1); The moment you light it, it catches fire and it makes cooking faster (FG, wood, Ashanti, G2) No significant concern or barrier expressed after the test Easy to regulate: I could regulate it by pushing out some of the wood when the fire was too hot or added more when the fire wasn t much. So in all, it did perform well (FG, wood, Ashanti, G1) Stable: It didn t shake at all (FG, wood, Ashanti, G2) Clean (except when over-stuffed): There were no ashes and smoke coming out of it ; Unlike the mukyia [3 stone fire], there is a lot of smoke but with this one, the smoke is less. And the firewood I used to cook this was little (FG, wood, Ashanti, G2) Efficient: The firewood I used, I only had to break one into pieces and I was able to prepare my banku but unlike the mukyia I have to use about 5 or 6 (FG, wood, Ashanti, G2) ; When we buy 5 cedi firewood and you use it for three days, this one will take about two months and over (FG, wood, Ashanti, G2) 160

161 Envirofit M5000: Value Price estimations for this stoves varied from 10 GHc to 50 GHc. The mean price was lower in the second group for all products and this can be explained bythe fact that participants came from more remote areas, more of them were farmers. They tended to be less familiar with manufactured products. Low price estimations: Price Estimations GHc Price Range Mean Price Median Price Ashanti Group 1 30 to Ashanti Group 2 10 to Those who gave this stove a lower price compared it to the other two models tested during the focus groups and considered that there was less technology in it: The reason why we said this was that there is no fan (FG, wood, Ashanti, G1) High price estimations: High prices were first and foremost explained by the speed demonstrated by the product: Because it s powerful ; It makes cooking go faster (FG, wood, Ashanti, G1); Fuel savings were also valued by participants: I was very happy with it and the fact that I use less firewood to cook makes me like it so much Prices for this stove are in the same range as those observed for charcoal ICS. The value of a good wood stove is considered similar to that of a good charcoal stove. 161

162 Envirofit M5000: Key Findings The Envirofit M5000 is a very impactful and very attractive product for rural wood users. Its design is pleasant to look at and conveys most of the benefits consumers are looking for in a cookstove: robustness, ease-of-use, portability, efficiency Of course, there is a status dimension to this product as well. However, this would be the case for most advanced cookstoves among this target group as the baseline technology is 3-stone fire for most of consumers. There were some initial challenges linked to the adding of fuel to the stove during testing: although women have been told that they shouldn t use too much wood (and should avoid big sticks) to start the fire, they struggle to understand what this exactly means and feel tempted to insert several sticks into the fuel chamber before lighting the stove. However, this problem was easily solved after a few words of additional explanation and the cooking experience was quick and very pleasant for all. Overall, this is a very convincing product and was the first choice for a majority of women in both groups. The M5000 has a good potential for adoption among Ghanaian wood users and doesn t require significant improvement. It will be important to communicate heavily on the lighting process through pictures, videos and live demonstrations to improve user satisfaction. 162

163 Philips HD4012 Consumer Segment: Tested with traditional wood users only. Specificities: Three samples of this product were tested in each traditional wood group. Introduction Text : This wood stove works with twigs, small wood pieces and other dry biomass and needs to be filled from the top. It incorporates a forced air entry at the top of the combustion chamber thanks to an electric fan. This improves combustion and reduces smoke. A button positioned at the basis of the stove can be used to adjust the air flow. Never fill more than half if you want to use the fan. The stove should be charged on the grid or with a solar panel before use. Once fully charged, the battery will last for 21 hours. The body of the stove is made of stainless steel. This stove was tested with wood chips purchased from a supermarket in Accra 163

164 Philips HD4012: Spontaneous Assessment Spontaneous Reactions Arouses curiosity (positive): A lot of questions How will you charge it ; Where will you put the plug? (FG, wood, Ashanti, G1) ; To me, it is nice and attractive (FG, wood, Ashanti, G2) Very unique product: The design itself have not been seen before ; The button to make it fan ; Like an aircon (FG, wood, Ashanti, G1) Understanding Participants needed some time to understand how this stove operates: Please I want to ask a question: after charging the battery, do you still need to put firewood inside to set fire? ; Do you put the button off after cooking? (FG, wood, Ashanti, G2) Anticipated Usage Can cook most foods: Because of the way the stands are so it is strong enough for all cooking (FG, Ash., G1) Some minor concerns about robustness in the case of banku (3 or 4 participants): When I place my Banku on it, it may not be able to hold the pot (FG, Ashanti, G1) Can be used indoor: You can even use it in the room because of the reduction in smoke (FG, Ash., G2) Can be used in poorly connected areas: You will charge it which will take you through some days (FG, wood, Ashanti, G1) Expected Benefits Clean/smokeless: When I compare it to the mukyia, you have to take out the firewood from the fire to reduce the heat. And a lot of smoke will emanate from the firewood (FG, wood, Ashanti, G2) Fuel savings: participants were confident that they could find kindling to power this stove and thought it would be economical Madam, it will not consume much fuel (FG, wood, Ashanti, G1) Fast and effortless: Once you set the fire and the button is pressed, within minutes, the food will be ready for you to eat you will relax (FG, wood, Ashanti, G2) 164

165 Philips HD4012: Detailed Pre-Test Assessment The Philips HD4012 is an attractive value proposition. The main benefits expected from this stove are smoke reduction and ease of use (instant fire regulation) Nice design: I am so excited seeing it that it s nice (FG, wood, Ashanti, G1) Regulator/electric fan: this feature is a strong driver as it conveys both smoke reduction and ease-of-use What is fine about it is fact that you can regulate it up and down (FG, wood, Ashanti, G2) ; When you are cooking rice, you can regulate it to be low. Unlike the mukyia, you have to remove all the firewood to decrease the intensity of the fire (FG, wood, Ashanti, G2) Metal handles (minor): some participants are worried that they will heat up during preparation After the fire has heated, will it affect the handle too to be hot? (FG, wood, Ashanti, G1) Plastic base: arouses concerns about robustness I think the metal makes it strong but with the rubber stand, I don t think that will make it strong (FG, wood, Ashanti, G1) Stainless steel: While there were concerns about stainless metal and rust in the charcoal groups, this wasn t the case in the wood groups The metal is strong (FG, wood, Ashanti, G2) 165

166 Philips HD4012: Observations & Improvements Observations while in use: Lighting: This stove was particularly easy to light when the respondents used kerosene. When the respondents didn t use kerosene, it was more challenging and the respondents tried fanning the stove manually at first (which didn t work): When I lighted the rubber, it disappointed me for a while because it was little but when it caught fire, it was ok. But I know the next time I get a better rubber, it will be faster. And it made the cooking faster (FG, wood, Ashanti G2) ; At the initial stage we observed some smoke but after that, we didn t see any smoke (FG, wood, Ashanti G1) Refueling: When the stove runs short of fuel during the cooking process it produces a dense black smoke due to carbonization of the remaining char. Participants don t know how to react to this. Electric fan: Some participants spontaneously pressed the button but few (if any of them) tried to turn it to adjust the flame until we told them to do so. When we suggested that they could do so, they didn t know in which direction they should turn it. Most participants liked to keep a very intense fire throughout the preparation process, even when they knew that they could regulate it. Requested Improvements: There were no improvements requested for this stove. When the HD4012 runs short of wood, the remaining char start carbonizing which produces an intense black smoke. Respondents were unsettled by this phenomenon and didn t know how to adress it. 166

167 Philips HD4012: Observations & Improvements Participants understood how to start the electric fan by pressing on the button but few of them tried to adjust the power of the fire by turning the button until this was suggested to them. The participants who didn t request kerosene struggled to light the stove with their usual fire starter Once lit, all respondents had a pleasant experience cooking with this stove. Most of them kept a very strong fire throughout the preparation. 167

168 Philips HD4012: Detailed Post-Test Assessment This stove was very positively assessed by respondents and delivers a lot benefits, especially in terms of speed and fuel savings Fast: respondents were impressed by the speed with which the stove cooked their banku. It led them to think that this stove could replace gas When you use it, it is very convenient and hastens what you are doing. ; After pressing the button, the fire blazed more and so hastened my cooking of the Banku ; If I was preparing it at home, it wouldn t be ready by now ; It cooked my banku faster (FG, wood, Ashanti, G1 & 2) Difficult to light without kerosene. May not accommodate large pots (minor): But I think this one is too small because in case am cooking something in a large quantity, I can use it (FG, wood, Ashanti, G2) Saves fuel/money: very credible after testing It will save me money. What you will need for this is some pieces of wood which will not cost much Clean: although there were some issues when the stove ran short of fuel, respondents considered it clean overall It doesn t provide smoke ; I didn t see any smoke (FG, wood, Ash., G1) Stable: They were stable till the end (FG, wood, Ash., G1) Easy to start/stop fire (with kerosene) : The fact that it lights easily, your cooking becomes faster (FG, wood, Ashanti, G2) The handles are safe: respondents are reassured after testing the product The handle wasn t hot ; I held the handle and pulled it forward but I didn t get burnt 168

169 Philips HD4012: Value Price estimations for this stoves varied from 8 GHc to 80 GHc. Dispersion in price estimations show that respondents struggle to assess the value of this product As was already observed with the M5000 stove, the mean price was lower in the second group due to differences in the respondents background. However, willingness to purchase this product is high overall: We will also save gradually to buy it ; Can you tell us the price? so that we can start saving towards it (FG, wood, Ashanti, G1 & G2) Price Estimations GHc Price Range Mean Price Median Price Ashanti Group 1 30 to Ashanti Group 2 8 to Low price estimations: A minority of respondents didn t see an additional value in this stove compared to the Envirofit M5000, especially in the second group where some women had difficulties to light it. High price estimations: The possibility to replace LPG with this stove leads to high price estimations : It was faster for me than cylinders and more valuable than it, so I believe it will save people money from the cost of cylinder and so it makes sense to charge it this amount so it should be expensive (FG, wood, Ashanti, G1) The electric fan also drives value: The fact that there is a fan (FG, wood, Ashanti, G1) A majority of respondents gave a high value to this stove (>30 GHc) which indicates that willingness to pay for it would be high. 169

170 Philips HD4012 : Key Findings The Philips HD4012 received very good feedback from respondents who initially see it as a clean and efficient product. Although women required significant explanation to understand how the electric fan technology and the top-lit design work, there was no major concern raised about this product during the initial evaluation phase. Metal handles and robustness of the plastic base were two minor concerns which could be addressed in the future. The cooking experience was positive overall but was affected by two issues. First, the respondents who didn t consider using kerosene struggled to light the stove. Second, a couple of stoves ran out of fuel during the cooking phase and emitted a lot of black smoke until the participants were able to refuel and restart them. Both problems occurred during the second group which explains that the stove was less valued in this group (pricing exercise). However, all of the respondents who tested this stove wished to go home with it despite these issues. The post-test assessment was still very positive and showed that perceived benefits had slightly changed with speed-of-use becoming the main perceived benefits while cleanliness and fuel savings remain as significant secondary benefits. Overall, the HD4012 convinced most respondents and shows very good potential for distribution in the Ghanaian market. However, promoters of this product should seek solutions to avoid the emission of black smoke during use either by training the user on how to anticipate refueling or by altering the technology to avoid carbonization. 170

171 Specific Features Driving Additional Value Wooden Handles Electric Fan Non-Stick or Stainless Material Value: 5 to 10 GHc Value: 10 to 20 GHc Value: 10 to 20 GHc All else being equal, respondents admit that they are prepared to pay a bit more for specific features which add value to their product. This was in particular the case for the wooden handles which elicited several positive comments. The extra price respondents declare being willing to pay for this feature is however quite low (max 10 GHc). The comfort and speed-of-use provided by an electric fan also creates extra willingness to pay and the conversations conducted with the participants suggest that they would be prepared to pay an extra 10 to 20 GHc for this feature. Finally, the durability provided by good materials also deserves extra money (10 to 20 GHc). 171

172 Philips HD4012 : Key Findings Robust material quality: Across all stove categories and target groups, material quality was the strongest driver. Participants were attracted to high-quality metal such as stainless steel or cast-iron. Clay and plastic parts were polarizing because they are considered fragile. Some women will refuse to buy a stove containing a clay insert because it is difficult to predict when the clay will break. Speed-of-use: The target women also valued features or fuels which accelerate the cooking process. Fuels which are easy to light and have a very efficient combustion process will increase the speed of cooking and help save time. Some wood stoves incorporated an electric fan which provides similar benefits. Two burner stoves were also positively assessed for similar reasons. On the other hand, some stoves proved very difficult to light leading to wasted time and stress. Ease-of-use: Features which improved the comfort and cleanliness of the cooking experience generated positive reactions. The most frequently mentioned features were ash collectors preventing ashes from spreading on the floor of the kitchen and wooden handles which add to the beauty and ease-of-use of a stove. The stoves which were easy to transport and to use in different settings, both on the floor and as table top stoves, were positively assessed. On the contrary, heavy, bulky products received negative comments. Fuel savings: All else equal, the interest of participants for a given stove increased significantly when actual fuel savings could be easily noticed during the cooking tests. Being able to personally experience or observe the fuel savings is key to activate this driver. What really drives interest is the actual increase in efficiency delivered by the stove (for instance thanks to a smaller fuel chamber). On the other hand, specific features which can be associated with efficiency improvements turned out to be only moderately attractive. Indeed, most respondents consider air regulation doors or power regulation knobs as convenient devices but few of them actually used them during the cooking process. Similarly, pot skirts were considered as a good reason to believe that a stove would save fuel, but didn t drive a lot of interest and sometimes prevented cooks from using iron rods to prepare their banku. Barriers to adoption: Finally, it proved difficult to prepare banku with some of the stoves either 172 because they had high edges which prevented cooks from using their iron rods or simply because their

173 Financial Services

174 Financial Literacy and Access to Financial Services A significantly higher level of financial literacy and financial inclusion in urban areas URBAN (Accra & Takoradi) A majority of respondents were fluent in English. Most/all women could read and write. Most women counted in new GHC. All had a bank account or a formal savings account with a microfinance institution (our recruitment criteria was that 50% of the respondents should have a bank account). RURAL (Ashanti) Few were comfortable speaking English (all fieldwork in Twi) Few women could write. Some women still counted in old GHC. Few were using the services of a financial institution. Those who ran an income-generating activity were saving through informal services (susu contributions), sometimes combined with a bank account. Most participants were unable to share details of the financial conditions for the financial services they had used in the past: it was hard for them to manipulate the concept of interest rates, instead they would mention the total cost of a loan with interest or the amount of interest earned on their savings for a given period of time. They add some interest to your money. For instance, if you deposit 2,000 Ghana Cedis for 3 months, you will have about 200 or 300 as interest (Ethno, rural, Ashanti) ; What happens, the interest rates and stuff like that, I don't know (Ethno, LPG, Accra) ; I don't know but a friend told me that, if you take GHC 3,000 and you are going to pay within 3 years, they would deduct money that within those 3yrs you would have paid GHC 6,000 (Ethno, charcoal traditional, Takoradi).

175 Financial Literacy and Financial Inclusion Urban Focus A very developed retail finance sector: The women who were interviewed used financial services from a very broad range of providers. The most frequently mentioned networks were: Ghana Commercial Bank, Ecobank, Agricultural Development Bank, Unibank, Barclays, Merchant Bank, and ProCredit (MFI) Consumers mix the services of different banks: Several respondents had more than one bank account and combined the services of different banks. Formal employment and financial inclusion seem to be correlated: One factor which may explain why these women were using the services of a bank is the fact that most urban interviewees were employed in the formal sector and their salary was paid through their bank: I took a loan from Ecobank. That s where I take my salary from (Ethno, charcoal traditional, Ashanti) Borrowing money from the bank isn t very common: Only a minority of respondents had already taken a loan from their bank. These were either taken to buy some land/for a construction project or to start an incomegenerating activity, and involved relatively large sums : I borrowed 4,000 GHc, to build a house (FG, charcoal traditional, Takoradi) ; We used the loan to buy land We bought two for 3,500 GHc each (Ethno, charcoal ICS, Takoradi)

176 Bank vs. Microfinance Institutions Banks have a better reputation than microfinance institutions Commercial Banks Microfinance Sector (Financial service providers) Ghana has 26 registered commercial banks Commercial banks are seen as more affordable than microfinance institutions. Ghana Commercial Bank in particular was mentioned very often and seems to enjoy a good reputation: There are more than 600 formal financial service providers (rural & community banks, savings & loans companies, FNGOs, credit unions) The reputation of the sector has been affected by bad collection practices Those taking loans there, they did not take it easy at all. I have a friend, how they collected the money, it has collapsed her business (Ethno, charcoal trad., Accra) ; I am afraid. I have a friend who couldn t pay, she had a lot of troubles (FG, chracoal traditional, Ashanti) and by savings scams: At times, some operators run away with the contributors monies (Ethno, wood traditional, Ashanti). GCB is better than the private ones. The private ones, the interest is higher (Ethno, LPG, Takoradi)

177 Financial Services Selection Criteria Interest rate is only one of the key factors involved in the selection of a bank : Reputation: often based on relatives advice and experience: I want to move from UBA to the rural bank My sister was saving there; she said the interest is good (Ethno, charcoal traditional, Takoradi) Loan duration: GCB gives loans with a long duration (Ethno, charcoal traditional, Accra) Decent interest rate: 15 to 25% over a few months for a loan I would be prepared to pay 100 Cedis of interest for a 600 Cedi loan (Ethno, charcoal trad., Takoradi) Quick service and/or mobile service : I chose mine for the mobile services. The scratch card You enter 5 cedis and it will go into your account. (FG, charcoal traditional, Takoradi) ; I chose HFC because there were not many customers and when you go you will not be in a long queue (Ethno, charcoal ICS, Takoradi) Flexible payment terms: GCB has no specific payment schedule. You can reimburse when you are ready (Ethno, charcoal traditional, Accra)

178 Loan vs. Credit All respondents saw a very clear difference between loan and credit LOAN Borrowing money from a formal financial institution or from and individual CREDIT Purchase of goods with deferred payment, usually from a door-to-door salesman Few respondents had already taken loans from a formal financial institution. Taking a loan is negatively connoted for many women. They were prepared to borrow from relatives but would not borrow from a bank. Formal loans are seen as risky, costly and a source of stress: they tried convincing me to go in for a loan, I refused. I work hard to get my money and I don t want to use it on loan. In fact, I don t need it (Ethno, wood traditional, Ashanti) ; My mum was like, "don't go and borrow from anybody. Don't use money from anybody. I don't want any embarrassment for my house" (Ethno, LPG, Accra) All respondents had purchased goods on credit in the past, either clothes or home equipment. This is an extremely common way of purchasing goods. Credit is considered more flexible, less stressful than loans: there is always a way to find an arrangement with the vendor in case of problems It s an approach women are comfortable with: For a loan you will go to the bank and sign documents but a credit is based on human relations. If I can t repay, I can discuss with the person (Ethno, charcoal traditional, Takoradi)

179 Focus on Informal Payment Plans Credit offers often lead to impulse purchasing, although the interest rate charged by door-to-door vendors can be very high Examples of products purchased on credit: mirror, washing machine, ice chest box, rice cooker Most products are purchased from door-to-door vendors: not in regular shops. This suggests that women are convinced by the flexible payment terms offered and make a quick purchase decision which they sometimes regret! I bought this rice cooker for 45 cedis on credit I don t use it anymore. It burns the rice (Ethno, ICS, Takoradi) Typical cost of buying on credit: clients often don t realize that they have paid a lot in interest For a cloth: 35 GHc to be paid over 7 weeks, including 10 GHc of interest (14%/month) For a suitcase: 40 GHc to be paid over 2 months, including 5 GHc of interest (6%/month)

180 Financial Services for Clean Cooking Solutions: Loans Offering loan services through financial institutions to ease the purchase of clean cookstoves isn t relevant for the vast majority of the targeted women A low-price point: Overall most women considered that charcoal/wood stoves were not expensive enough to deserve specific financial services. They felt that they could purchase whatever they needed from their current income/savings and would not go through the hassle of subscribing to a specific financial service for this kind of good: If I want to buy a new stove, I have the asset (Ethno, charcoal tradional, Accra). No, not a loan. It s not expensive. I mean, it s a lot of money but not enough (FG, charcoal traditional, Accra) Non-productive assets: Although efficient cookstoves can achieve fuel savings, all women see them as non-productive assets and think that borrowing to buy a cookstove would be a waste of money: It doesn t make sense to take a loan for something that makes no profit (Ethno, charcoal ICS, Acrra) ; If it s for business ok. Otherwise, it s very hard for you to refund the money (FG, charcoal trad, Accra) Focus on high-end or large-size products: Offering loan services for stoves only felt relevant for bigger, more sophisticated, and hence more expensive products like LPG stoves: 500 GHc is a good amount. I would be interested in a loan of this amount (Ethno, charcoal ICS, Takoraid) ; I would also be ok to take a loan for the cylinder (Ethno, charcoal traditional, Takoradi) Financial services for cookstoves should not be referred to as loans and should not be marketed directly by financial institutions

181 Financial Services for Clean Cooking Solutions: Credit Credit or payment plans were the preferred option for most women Business as usual: the type of financial service women are used to for purchasing products from categories similar to cookstoves: I prefer credit to loan because there is no interest in the case of a credit. Sometimes they put a bit on it but it s not in the name of interest (Ethno, ICS, Takoradi) ; You see the product and you don t want it to go back to the owner: it s a motivation (FG, wood traditional, Ashanti) Flexible: the most time efficient financial solution as they don t have to visit an office to make their payments: There should be someone who comes around and collects the money (FG, ICS, Accra) No stress: a credit is less formal (and less risky) than a bank loan You don t need to go to the bank and fill all these forms (Ethno, charcoal ICS, Accra) Typical financial conditions: Acceptable duration: 2 to 3 months Credit financial terms: 20 to 25 % interest rate Convenient payment system : home-visits, mobile payment If the stove costs 20 you could charge 25 The expensive ones would charge 30 (FG, trad, Takoradi)

182 Financial Services for Clean Cooking Solutions : Savings Although they were not the preferred option, targeted saving products were acceptable to most women Saving is a common activity and doesn t seem as stressful as borrowing from a financial institution Yes, it would be like Susu, it s good! (FG, charcoal traditional, Accra) ; That one I know I don't owe you. I've not taken the thing yet. So when I finish paying the thing becomes mine. That one I more comfortable with that than taking a loan. That is my personal opinion (Ethno, urban, Accra, LPG) Three key barriers 1. Consumers have to wait before receiving the product. 2. There is a risk that the savings officer/susu collector leaves with your money. 3. Many were already saving and felt that they didn t need a new savings product for a cookstove.

183 Summary of Key Findings Urban middle-income and high-income charcoal users enjoy a good level of access to financial services. They are served by several financial institutions and trust commercial banks in particular to take care of their savings. However, borrowing money from a bank or an MFI isn t common among the target groups as this type of commitment conveys very negative associations (stress, harassment, high cost). Buying products on credit on the other hand is a familiar type of arrangement which all respondents are comfortable with. Rural wood users are significantly less financially integrated into the financial market: few of them have access to formal savings services from a bank or a microfinance institution, even less so from loan services. When it comes to offering financial services to help consumers invest in clean cooking solutions, formal loan services offered through financial institutions aren t attractive, in part because domestic cookstoves are seen as non-productive assets and in part because the price point that respondents consider for such products doesn t make a loan necessary. The most attractive services are by far payment plans, referred to as credit by most Ghanaians. These are seen as more flexible and less risky than a loan. Although women know that vendors charge them more than the cash price for products purchased on credit, they don t see this as a barrier to buying a non-productive good on credit. In order appeal to Ghanaian women, financial services for clean cookstoves should seek to mimic the principles of the traditional credit : limited paperwork, flexible payment terms, no formal interest, convenient payment collection mechanism

184 Communication and Distribution Channels 184

185 Advertising There appears to be an opportunity to use advertising, particularly on TV to promote clean cookstoves. Gyapa advertising has had a significant impact on respondents: although the Gyapa advertising campaign dated back a long time ago in the mind of most respondents, many women explained that Gyapa adverts had attracted their attention to the product I saw the advert on television [ ].The advert typified its comfort especially with banku and assorted dishes. The economical nature of it was also a factor because it was said to use less charcoal. [ ]The advert said the old stove rusts easily and it is true from my experience. So I felt the advert was sincere. (Ethno, wood, Ashanti) TV appears to have more impact than radio: almost all urban and some rural respondents had a TV at home and felt that a TV advert would be more appealing than a radio advert to them Yes, but the radio one is not as interesting as the TV. The thing when you see it, it is more appealing than hearing it (Ethno, ICS, Accra) ; I trust TV more. If it s on TV, it has gone through a process (Ethno, charcoal trad, Takoradi) There are currently no impactful home appliance ads : most of the impactful/appealing messages which respondents could quote top of mind belonged to the food category (rice brands, tomato sauce, Indomie ). Respondents appreciate messages focused on happiness in the family and on the pleasure of serving good food to one s loved ones in particular: I enjoy the dancing and singing in the uncle Sam rice and Onga shrimp adverts because it gives a warm feeling and portrays happiness in the family (Ethno, wood, Ashanti). Most respondents have a daily access to TV 185

186 Other Influences The target women remain risk averse despite their relatively comfortable economic condition. Word of mouth through friends and relatives remains by far the most trusted source of information Advice from friends: almost all participants mentioned their friends and relatives as their main influence when it comes to making a purchase decision They have used it. They can testify (FG, ICS, Accra) ; I bought a blender because a friend advised me to buy it The brand is Master Chef (Ethno, Trad, Takoradi) ; My cousin, he knows about things (FG, trad, Takoradi) Consumer will often talk with someone who has tested a product before taking the step to purchase it: Since I know how this one works, I will take this. The person who doesn t know about this one is likely going to take Gyapa (FG, wood traditional, Ashanti) Husband s opinion: The husband isn t necessarily the main decision maker when it comes to making a purchase decision for home appliances, especially in the case of working women who generate their own income and have more autonomy in their purchase decisions. However, respondents would often seek their husband s opinion on a given brand or product before making a purchase: I'll first take the decision with my husband that I want to buy this thing. Maybe he'll tell me, "I don't have knowledge about it so ask your friend or ask Millicent." Then we go window shopping. (Ethno, charcoal ICS, Takoradi). 186

187 Distribution Channels (1/2) Three main types of networks emerged as potential distribution/marketing channels for clean cooking solutions: traditional markets, department stores or electrical goods stores and health centers Traditional markets: the main local market is the place most spontaneously mentioned by most participants when asked where they would go to purchase a new stove. These retail centers are the location where clean cookstove promoters are most likely to meet their target population. In Accra, some of the markets which were frequently visited by respondents included Agbogbloshie, Makola, and Mallam Atta: I will go to Agbogbloshie; they have different varieties, shapes and the prices too is better over there (Ethno, charcoal traditional, Accra) Electrical goods stores: department stores and specialized electrical goods stores are visited quite often by the urban targets (charcoal traditional and charcoal ICS). They are the main points of sale for bigger home equipment (fridge, LPG stoves) along with second-hand resellers. The three main networks mentioned are Melcom, Binatone, and Tuman. Some of them already offer payment facilities to their clients: Tuman. If you are a salaried worker, on the government payroll and you want something like that, you just have to take your payslip and they would give you something like that. (Ethno, charcoal trad, Takoradi) ; Binatone advertising focused on healthy living 187

188 Distribution Channels (2/2) Health Centers: Health centers and hospitals came up very often throughout the fieldwork as locations where young women receive advice on health related behaviors such as nutrition or disease prevention. Health professionals are very good points of contact with young mums in particular because they visit them very frequently for the weighing of their babies. The advice received sometimes leads to a decision to purchase a product, as in the case of mosquito nets, especially if retail points are located close to the hospital: [About the mosquito net] It was in 2004 when I was pregnant Someone spoke to me about it A nurse we have been using it since I was pregnant (Ethno, charcoal ICS, Accra) Health professionals could become cookstove ambassadors, as they have been for mosquito nets or toothpaste in the past. While traditional markets are good for reaching the masses, department stores or electrical goods stores could be effective channels to offer payment plans for high end cookstoves and health centers could be used to target young mums 188

189 Brands The target women are very sensitive to brand names, especially for products in the electrical appliance category. Some of the brands which enjoy good notoriety and seem to be trusted include: Sharp, Philips, Kenwood, and Samsung. I was told Phillips things are good (Ethno, urban, Accra, LPG). ; I chose Sharp because we use it at work (Ethno, ICS, Takoradi) ; I have a Kenwood mixer. It was brought from abroad People have told me it s good (Ethno, LPG, Takoradi) ; We have brands that last long: Master Chief, Philips (Ethno, trad, Takoradi) Partnering with a renowned brand can attract more women to clean cooking technologies. While the Philips label wasn t noticed during the presentation of the Philips stove in the focus groups, this is mostly due to the fact that most rural participants weren t literate. This brand name seems to have a lot of appeal among literate urban women. 189

190 Testing Communication Ideas In order to assess the relevance of various communication messages for the target groups, short communication ideas were presented to the respondents during the focus groups. Due to the amount of content covered during the groups, only 3 ideas were tested. Each of them revolves around a different benefit : 1. Savings : The ability to save fuel and money thanks to improved cookstoves 2. Modernity: The pleasure of cooking with comfortable, high-quality equipment 3. Health: Enjoying a cleaner and healthier kitchen thanks to smoke reductions The ideas were tested in 5 of the 6 focus groups conducted during the fieldwork phase: 2 in Accra, 2 in Takoradi, and 1 in the Ashanti region. Because the focus group discussions with the rural wood users took place in Twi, it more challenging to test communication material which had been developed in English. The communication ideas were visually presented to the participants on a white panel and read out loud twice before the moderator collected spontaneous reactions. The moderator then went through a third reading to collect detailed reactions. Two of the three communication ideas had to be revised after the focus groups conducted in Accra because some of the wording seemed to be polarizing and affected the respondents understanding of the main message. 190

191 IDEA 1 Savings Tested with all focus groups Cooking fuel is becoming more expensive every day. Our range of New Cookstoves has been specifically designed in laboratory to improve the transfer of heat from the stove to the pot. These New Cookstoves allow you to save up to 40% on your cooking fuel budget. 191

192 IDEA 1 Savings : Evaluation Messages focused on fuel savings are very appealing to the target consumers Spontaneous reactions: a very impactful and very enticing message. Arouses desire to discover the product I like these words (FG, ICS, Accra) ; It has convinced me a lot to try the product (FG, ICS, Accra) ; I like this one. I will buy this one (FG, ICS, Takoradi) Key take out: consumers understand that they will save fuel and money thanks to the promoted product: it allows you to save 40% (FG, trad, Accra) ; the saving of my fuel (FG, trad, Accra) ; save money this rings a bell (FG, ICS, Accra) Relevance: very relevant for all respondents. This message resonates with their day-to-day life experiences and shows some empathy for their concerns The mentioning of how cooking has become expensive draws people s attention to it. (FG, ICS, Takoradi) ; The examples as it states the current condition of gas being expensive (FG, charcoal trad, Takoradi) ; I trust them (FG, ICS, Accra) Overall assessment: positive. Most respondents feel that this message would convince them to buy the product: Like I am supposed to buy GHC worth of fuel and because of this fuel I will have to now buy GHC 60.00, of course I will rush for this offer (FG, charcoal ICS, Tak) ; It can sell (FG, trad, Accra) ; Good job (FG, trad, Accra) 192

193 IDEA 1 Savings : Detailed Assessment Credible and impactful way to state the main benefit: By the mere fact that it saves 40% of fuel, everybody will rush to really experiment (FG, ICS, Tak) Strong reason to believe in the message: Also the laboratory aspect gives the idea of it being tested and approved that there s indeed a 40% percent reduction of fuel (FG, ICS, Tak) Cooking fuel is becoming more expensive every day. Our range of New Cookstoves has been specifically designed in laboratory to improve the transfer of heat from the stove to the pot. These New Cookstoves allow you to save up to 40% on your cooking fuel budget. 193

194 IDEA 2.1 Modern Tested with 2 focus groups in Accra only The old cookstoves many of us are using are ugly, rusty and make cooking feel like a more of a chore. Our range of innovative New Cookstoves are welldesigned and made from the best materials. Modern equipment makes cooking a pleasure. 194

195 IDEA 2.1 Modern : Evaluation The main message wasn t appreciated by respondents due to negative wording Spontaneous reactions: this message arouse negative feelings among respondents. Many felt offended by the negative wording in the initial insight I think I have problem with that you can t tell me my coal pot is rusty and all that. That is what I can afford that s why am using so I think that rusty and ugly as it is a bit offensive (FG, charcoal trad, Accra) ; It seems like you are damaging our products (FG, charcoal ICS, Accra) Key take out: this message is received as an aggressive attempt at selling a product. Respondents feel that their way of life is being criticized I would just think oh, they just want me to buy it (FG, charcoal ICS, Accra) ; It should state: come and try our products (FG, charcoal ICS, Accra) Relevance: the content of the message is considered true but consumers don t want to hear it it s true but at that moment that is what the person has (FG, trad, Accra) Overall assessment: very negative. Most respondents would ignore this message If you say something like this I won t buy it (FG, charcoal trad, Accra) 195

196 IDEA 2.1 Modern : Detailed Assessment The old cookstoves many of us are using are ugly, rusty and make cooking feel like a more of a chore. Our range of innovative New Cookstoves are welldesigned and made from the best materials. Modern equipment makes cooking a pleasure. Off-putting: that is not the right words you are supposed to use (FG, ICS, Accra) ; It sounds offensive (FG, ICS, Accra) True but not relevant, the proposed stoves aren t solving this problem: The rusty part I think that these will rust as well, so I was expecting something different (FG, ICS, Accra) 196

197 IDEA 2.2 Modern Tested with 2 focus groups in Takoradi and 1 in Ashanti It is nice to have a well furnished kitchen were one can cook comfortably and invite their friends. Our range of innovative New Cookstoves are well-designed and made from the best materials. Modern equipment makes cooking a pleasure. 197

198 IDEA 2.2 Modern : Evaluation This version of the communication idea was less off putting than the first version, but the proposed benefits seemed vague to respondents and failed to convince them Spontaneous reactions: this version of the message wasn t offensive but lacked impact This is ok (FG, ICS, Takoradi) Key take out: most participants understood that the proposed product would make cooking more comfortable and more pleasant, the wording best materials wasn t sufficient to convey other benefits such as status or durability Makes cooking a pleasure (FG, charcoal trad, Takoradi) ; The modern aspect (FG, ICS, Takoradi) Relevance: this message didn t feel very relevant to respondents as it lacked as strong benefit, modern isn t specific enough to convey benefits. The idea that cooking would become a pleasure didn t sound particularly true Overall assessment: low interest for this concept among all targets. 198

199 IDEA 2.2 Modern : Detailed Assessment Positive but too broad. Try replacing with long lasting or robust. Positive but needs to be combined with more specific benefits. Arouses positive feelings: I like the word comfortable. Anybody can come to the kitchen and I ll be happy if the person comes (FG, ICS, Takoradi) It is nice to have a well furnished kitchen were one can cook comfortably and invite their friends. Our range of innovative New Cookstoves are well-designed and made from the best materials. Modern equipment makes cooking a pleasure. 199

200 IDEA 3.1 Health Tested with 2 focus groups in Accra only Old cookstoves make a lot of smoke. They leave your kitchen dirty, your eyes itchy and your throat scratchy. New Cookstoves help to reduce smoke emissions while cooking for a cleaner cough-free kitchen. 200

201 IDEA 3.1 Health : Evaluation This message is complex and conveys two very different benefits: health and cleanliness. As a result it was polarizing and did not convince all the respondents Spontaneous reactions: Some respondents received the message positively because they focused their reading on the words referring to cleanliness. Others were less attracted to this idea because they paid more attention to the references to smoke and health concerns I don t agree with the smoke part, it depends on the fuel we use (FG, charcoal trad, Accra) ; It s nice to think that your kitchen will be clean (FG, ICS, Accra) Key take out: there was a dual message in this communication idea. Some respondents expected that the proposed product would make their kitchen cleaner. But for many respondents the main message was that their eyes and throat wouldn t hurt anymore. Relevance: the part of the message which focused on health was quite polarizing and didn t seem very relevant to some It makes the kitchen dirty and your eyes itchy, yes (FG, trad, Accra) ; Old people won t agree that their eyes were itchy (FG, ICS, Accra) Overall assessment: positive for those who understand that the main benefit is cleanliness, irrelevant to the women who think that the main benefit is health. 201

202 IDEA 3.1 Health : Detailed Assessment Positive reactions linked to cleanliness: We like the last part of the sentence (FG, ICS, Accra) ; It s nice to think that your kitchen will be clean (FG, ICS, Accra) Old cookstoves make a lot of smoke. They leave your kitchen dirty, your eyes itchy and your throat scratchy. New Cookstoves help to reduce smoke emissions while cooking for a cleaner cough-free kitchen. Offensive Polarizing. Some respondents think it s not true in the case of charcoal Offensive 202

203 IDEA 3.2 Health Tested with 2 focus groups in Takoradi and 1 in Ashanti We all love our traditional coal pots but they make a lot of smoke. They leave our kitchen dirty, our eyes itchy and our throat scratchy. New Cookstoves help to reduce smoke emissions while cooking for a cleaner cough-free kitchen 203

204 IDEA 3.2 Health : Evaluation This message was positively assessed although some negative wording could still be removed to improve consumer feedback Spontaneous reactions: less polarizing than the first version. Arouses positive reactions. I think this is nice because it states the mistakes or bad disadvantages of the old coal pot and comes out with the new technological ideal. So I think this one is okay (FG, ICS, Takoradi) Key take out: a cookstove which will help consumers keep their kitchen neat, tidy Relevance: the message about cleanliness contained in this communication idea resonates with the respondents concerns It s true about old coal pots (FG, charcoal trad, Takoradi) ; Yes it s true. It will make our kitchen dirty (FG, charcoal trad, Takoradi) Overall assessment: positive. Cleanliness is a relevant and attractive benefit for respondents. 204

205 IDEA 3.1 Health : Detailed Assessment Positive reactions linked to cleanliness: It doesn t dirty your kitchen (FG, trad, Takoradi) We all love our traditional coal pots but they make a lot of smoke. They leave our kitchen dirty, our eyes itchy and our throat scratchy. New Cookstoves help to reduce smoke emissions while cooking for a cleaner cough-free kitchen Still slightly offensive: I find the comment about it making the kitchen dirty as offensive because the person using coal pot will lose by such statement (FG, ICS, Takoradi). 205

206 Communication Ideas: Summary of Key Findings The communication idea which focused on savings as a key benefit was by far the most relevant and the most appealing to a majority of respondents. It was selected as the preferred idea in 4 out of the 5 focus groups. Consumers like the clear and concrete benefit in this idea. The promise to save 40% on fuel consumption sounds true to them and has the potential to drive purchase. Idea 2 : Health was also positively assessed after the initial version had been revised to remove negative wording. However, it seems that the segments of the message which referred to cleanliness had more appeal than the parts which focused on health. It would be useful to test a message fully centered on cleanliness in future research. The last communication idea, focused on modernity and comfort, had low appeal. It was too broad and did not convey a benefit that respondents could clearly identify. Another learning from the communication ideas is that the traditional coal pot is a valued element of the respondents environment and traditions. Although consumers are aware of their limitations, they like their coal pots and feel personally criticized when the coal pot is negatively depicted in communication work. All in all, it seems clear that savings has the highest potential as a communication platform among the tested ideas. It would be useful to test it alongside other benefit areas which were not included in the communication section of this project but were uncovered as powerful drivers during the ethnographic work. These include: durability, portability and time-saving. 206

207 Final Conclusions and Recommendations Confidntial 207

208 Promoting Clean Cookstoves and Fuels in Ghana: Final Conclusion Cookstoves are not a priority investment for women because they generally feel they already have something that works for them (most often an old coal pot). They aspire first and foremost to the acquisition of a microwave, a freezer or a blender or to improve their kitchen s layout. There is no clear single-minded cookstove benefit that women are spontaneously looking for and that their current stoves are not delivering. However, upon probing, there are several instances where women might be willing to trade up to a new cookstove if they can be convinced that it will address a combination of their unmet needs/desires for an improved cooking experience: 1. They are receptive to products that can help them to cook with greater ease and speed, or which enable them to diversify their cuisine (grilling, baking). 2. They are drawn to products that reflect favorably upon their status. 3. They are also sensitive to the idea of saving money on fuel. Although this benefit is not top of mind, a positive product experience shifts it upwards in their priority hierarchy. These conclusions are valid for all the key targets, be they wood stove users, traditional coal pot users or Gyapa users, and even for LPG users. Indeed LPG stove owners tend to use their stoves only punctually due to price, safety and fuel availability issues. They are on the lookout for alternatives and also use coal pots intensely. Confidntial 208

209 Promoting Clean Cookstoves and Fuels in Ghana: Proposed Strategy (1/2) The key findings from the research suggest three possible positioning routes to win target women over: Option 1: Fast and Easy Functional Benefit: Ease and Speed. Emotional benefit: less stress + pride in caring well for family Key insight : My days are quite busy. I am constantly on the move to get everything done for my work and my home. But I don t want to compromise when it comes to making good food for my family Benefit: Clean cookstoves are designed to help busy moms cook delicious meals more easily and efficiently RTB: Quick starter lights easily, Heat retention system cooks food more quickly and efficiently Option 2: Clean and Prestigious Functional benefit: Look and cook better. Emotional benefit: prestige Key insight: clean We spend a lot of time preparing and cooking food. It is nice to have a clean kitchen with modern equipment that is both decorative and pleasant to use. Benefit: Clean cookstoves are a must for the modern household. They reflect your status and help keep your kitchen neat. RTB: Made with the latest technology and materials; the new fuel/ash collector doesn t leave blackened pots or ashes behind so cleaning up is a breeze. Confidntial 209

210 Promoting Clean Cookstoves and Fuels in Ghana: Proposed Strategy (2/2) Option 3: Smart Buyer Functional Benefit: Efficiency and Value. Emotional benefit: feel like a smart shopper Key insight: There is nothing more satisfying than making a smart purchase that we can enjoy for years Benefit: Clean cookstoves are the smartest investment you can make for your kitchen. They save you time, money and they are ultra-durable RTB: Made with high quality/long lasting materials ; patented efficient heating system has been designed in laboratory to improve the transfer of heat from the stove to the pot. These New Cookstoves allow you to save up to 40% on your cooking fuel budget. For all the proposed communication strategies, reassurance on weight, durability, stability and safety should be provided as background to the main message. Product aesthetics must also be suggested through well-selected visuals. Confidntial 210

211 Promoting Clean Cookstoves and Fuels in Ghana: Key Product Features (1/2) The feedback collected during the product tests and the ethnographic interviews suggests the following priorities in terms of product improvement and/or new offers: Invest in long-lasting materials: This is by far the most important purchase criteria and creates willingness to pay for cookstoves. Quality materials convey both durability and prestige. The weight of the selected materials or at least of the final product, is crucial: cookstoves should be heavy enough to suggest quality and robustness, but still light enough to be easily transported during and after cooking. It is important to visualize aesthetics and solidity of materials on all communications/packs as this is a highly important purchase factor. Examples: Consumers value robust metals, non-stick, brushed or stainless surfaces. Wooden parts are also a plus. Invest in insulation systems: The study showed that clay was an attractive but polarizing insulation material. Alternatives which could convey the same benefits without arousing concerns about the robustness of the stove would have a good market potential. Example: autoclaved aerated concrete. Promote quick starter, easy regulation and 2 burner technologies: The target women like their cooking to be fast and effortless. Technologies which speed the lighting process, can heat two pots at a time or allow them to adjust fire power instantly are highly valued. Examples: electric fan, ethanol powered devices, 2 burner charcoal stove. Confidntial 211

212 Promoting Clean Cookstoves and Fuels in Ghana: Key Product Features (2/2) Offer features which can increase the versatility of a stove: Respondents like to diversify their recipes. Examples: grill, charcoal oven Develop portable/transferable technologies: Stoves which are easy to move around the courtyard and even better to travel with, appeal to consumers. Examples: handles, foldable parts, transportation bag... Promote packages including improved cookstove and kitchen cabinet: the kitchen cabinet is the single most important kitchen improvement for many women. Examples: cookstove integrated in a kitchen cabinet, cabinet with specific space to use cookstove Confidntial 212

213 Promoting Clean Cookstoves and Fuels in Ghana: Distribution The study uncovered two key distribution/marketing channels which deserve to be explored alongside traditional channels (markets): 1. Appliance/Electronics stores: The target groups visit these stores on a frequent basis and trust them when it comes to purchasing high-technology products for the kitchen. Higher-end cookstoves could be promoted through these networks. Appliance stores have several strengths which could be strategic for clean cookstoves: a well-controlled and well-coordinated network of retail points, ability to conduct their own marketing operations, and already existing payment-plan services for their clients. 2. Health Centers and Hospitals: Health is not a priority message for positioning clean cookstoves. However, the important role of influencers that health professionals play in these women s lives can make it a relevant secondary message in relation with a marketing strategy which would be implemented through health centers. Health professionals can underline that cookstoves allow women to cook and eat healthier. Cookstoves should be retailed close to the health centers for such a strategy to be successful. Confidntial 213

214 Promoting Clean Cookstoves and Fuels in Ghana: Financial Services When it comes to offering financial services to help consumers invest in clean cooking solutions, payment plans should be the primary financing vehicle. These are seen as more flexible and less risky than a loan. In order to be appealing to Ghanaian women, financial services for clean cookstoves should seek to mimic the principles of the traditional credit : limited paperwork, flexible payment terms, no formal interest, convenient payment collection mechanism Cookstove promoters should therefore avoid reference to interest rates, and rather emphasize monthly payments. Payment plans could be offered in partnership with a leading department store or specialized appliance store. Targeted savings programs could also be developed but must reassure on the credibility of the institution, should ideally provide quick collection mechanisms through mobile payment services. Confidntial 214

215 Appendix Confidntial 215

216 Glossary Ampesi: boiled yam/plantain/cocoyam/cassava with stew, kondomir or palm-nut soup Chop money: housekeeping money Fufu: pounded cassave or yam and plantain Gari: mashed cassava ICS: improved cookstove Kenkey: fermented corn dough, wrapped in corn or plantain leaves and steamed. Fante kenkey is cooked in banana leaves. Ga kenkey is wrapped in the husks of the maize. Koko: fermented maize porridge Kontombre: cocoyam leaves Milo: chocolate and malt powder Nestlé product Mukiya: 3-stone fire Omo Tuo: rice balls Susu: traditional savings system Tombrown: porridge made from maize flour Nyaduaa: garden eggs Confidntial 216

217 Beijing Guangzhou Hong Kong Shanghai Los Angeles New York San Francisco Thank you Added Value- Strategic marketing that works Barcelona Hamburg London Milan Moscow Nuremberg Paris Warsaw Cape Town Johannesburg Manila Singapore Sydney