Consumer behaviour approach to improving water services to the urban poor: a study from Ghana

One of the major challenges facing developing countries in their quest to meet the water targets of the Millennium Developments Goals (MDGs) is the task of providing a sustainable water service to the increasing number of poor urban residents. Empirical studies have shown that the urban poor have a high demand for improved water services, and can be regarded as credible water customers in their own right. This research examined the behaviour of urban poor households with regards to their choice and use of water services, and their intention to pay for improved water services. The research design was guided by the Generic Consumer Behaviour Model and the Theory of Reasoned Action. Data for the research were collected from four low-income communities in the cities of Accra and Kumasi, both in Ghana, and it included 25 interviews, seven focus groups discussions, 368 questionnaires, 58 water diaries, and 32 sets of direct observations. Following on from the findings of the study, the research makes the following significant conclusions. [Continues.]