Preference for Local Products
English: % of respondents who prefer purchasing the locally produced varieties of the promoted products as opposed to the imported ones
French: % de répondants qui préfèrent acheter les variétés produites localement des produits promus plutôt que les variétés importées
Portuguese: % de inquiridos/as que preferem comprar as variedades produzidas localmente em relação às variedades importadas
Czech: % respondentů preferujících nákup místních druhů propagovaných produktů oproti importovaným druhům
What is its purpose?
This indicator is useful in situations when an intervention aims to promote the sales of locally produced varieties of products (such as vegetables) as opposed to products that are imported from other regions and countries. Such data is essential for understanding the extent to which the produce of the local farmers (or other producers) can compete with the imports (that are often managed by larger companies).
How to Collect and Analyse the Required Data
1) Select a limited number (1 - 5) of the exact varieties of local products you want to ask consumers about (for example, certain types of tomatoes and cucumbers). These should, preferably, be products that people are at least vaguely familiar with, so that they are able to say whether they prefer them or not.
2) If you enquire about more than one product, define how many products people have to prefer in order to be labeled as ‘preferring locally produced varieties’ (for example, at least 2 out of 3 products).
3) Define who the target consumers are (for example, adults who visit local vegetable markets or customers of local supermarkets).
4) Conduct individual interviews with a representative sample of the target group consumers (e.g. people visiting local vegetable markets), asking them whether they prefer to buy the local or an imported variety of a given product. Inform the consumers about their price and if possible, show them average-looking examples of both ‘competing’ products. If taste is likely to be one of the deciding factors and people are not familiar with the taste of both products, offer people the possibility to taste comparable samples of both products.
5) Calculate the indicator's value by dividing the number of respondents who prefer locally produced varieties by the total number of respondents (exclude those who did not know or could not decide) and multiplying the value by 100.
Disaggregate the data by gender and age group.
1) Ensure that the enumerators ask all questions and provide the information in a highly neutral manner, so that they do not (even unintentionally) influence what the respondent says. The respondent should not be forced to say which product s/he prefers – there should be an answer option ‘does not know / cannot decide’.
2) Consider whether (and if so, how) the enumerators should mention that the products your intervention (wants to) promote are local – in some countries, local pride / patriotism makes people claim that they prefer local products even if they in their day-to-day lives purchase imported products (due to lower price or other factors). If you decide to mention it, instruct the enumerators to mention the place of origin only briefly and otherwise talk about other characteristics of the product.
3) It is recommended that the enumerators ask the respondents why they prefer the local or the imported product (do not accept answers “because it is local” or “because it is imported” – enquire why is local / imported better).