Social enterprises have made great progress developing solar lighting alternatives to the dirty and costly kerosene used in the homes of more than 1.2 billion people. Additionally, finance mechanisms have further improved the favorable lifetime costs of kerosene replacement. So why haven't these energy access solutions seen viral uptake among low-income consumers?
Clearly, the answer lies in the behavior patterns of potential customers relative to purchase decisions. A quick review of documented behaviors among rural consumers in India reveals that the conventional wisdom employed by SocEnts may overlook the real reasons why kerosene is so tough to replace in Last-Mile markets.
As a commodity, kerosene benefits from the customer's universal familiarity with the product, so introducing an alternative MUST depend on changing established Purchasing Behavior to succeed.