Adoption of improved sanitation has remained a challenge over a period of time. Kenya is one of the countries that missed the MDG target, with almost 70% lacking access to improved sanitation, and approximately 6 Million Kenyans defecating in the open.
There is evidence of social marketing strategies being used to change behavior and increase adoption of products with health benefits. This strategies have been used in promoting condom use and use of mosquito nets to prevent HIV infections and malaria respectively.
It’s from this concept that the researcher sought to establish the relationship between marketing mix strategies and adoption of improved sanitation, and how income and payment options moderate this relationship.
