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FIGURE 10-2 Sûr’Eau Demand Creation Poster on Self-Efficacy (It’s as Easy as 1, 2, 3!)

of the product and make it easier for product use to become a societal norm—a
second key behavioral determinant of use.

Pricing Strategies

Some social marketing research has provided evidence that the act of paying in-
duces increased use of health products among households (Ashraf, Berry, &
Shapiro, 2007). In a developing country like Madagascar, it is essential to establish
a balance between product value and affordability to those who need it the most,
especially low-income rural communities. Research was conducted in 2000 to
determine the target audience’s “willingness to pay.” The determined pricing
level required a substantial subsidy on the cost of manufacturing, distributing,
and promoting the product to avoid a financial barrier to Sûr’Eau purchase and
use. A key component of the pricing strategy was to select a price that was