Consumer preferences for household water treatment products in Andhra Pradesh, India

► This is the first conjoint analysis study of consumers' preferences for household water treatment and storage products. ► The most important product feature was the type of product, where filters were preferred to chemical additives. ► The next most important features were quality of treated water, retail outlet, and time required for treatment. ► These results can inform household water treatment product development, point of sale, and pricing in India.