Marketing Practices Leading to Higher Sales

Outcome

% of [specify: farmers / shopkeepers / service providers / ... ] reporting higher sales as a result of using new marketing practices

This indicator tracks the share of target group members (e.g., farmers, shopkeepers, service providers) who report increased sales due to adopting new or modifying their existing marketing practices. By focusing on “new practices” rather than only those promoted by the project, the indicator captures a wider range of positive changes, including those inspired by but not directly taught in project activities. Follow-up questions help identify whether the project contributed to these innovations.

Collect the following data by conducting individual interviews with a representative sample of the target group members:

 

RECOMMENDED SURVEY QUESTION (Q) AND POSSIBLE ANSWERS (A)

Q1: In the past [specify the timeframe], have you made any changes in your marketing practices? For example, trying something new or doing things differently? 

A1: yes / no / no response

 

(ask the following question only if the previous answer is YES)

 

Q2: What new or different things have you done in the past [specify the timeframe] to get more customers or sell more? Probe extensively by asking: Anything else? or Did you try any other approaches, even small ones?

A2: Include a list of the marketing practices your project recommended earlier to the respondents, plus any other practices the respondents might have tried. Include space for several “other options” you might not have thought about. Such practices might include:

- Conducting market research

- Developing or reviewing a marketing plan or business model

- Increasing advertising

- Using digital marketing channels (e.g. social media)

- Improving product packaging

- Establishing a customer feedback mechanism

- Improving customer service, including embedded services

- Opening new sales or distribution channels

- Introducing promotional offers (e.g. discounts, bundles)

- Participating in trade fairs, promotional events

- Branding or rebranding (e.g. logo, visual identity)

- Establishing new partnerships

  

Q3: In your opinion, to what extent have these new or changed marketing practices influenced the total volume of your sales? Would you say that some of these practices helped you increase the sales, or that they did not have a significant impact on the sales?

A3: increased sales / no significant impact on sales / does not know

 

 

To calculate the indicator's value, divide the number of respondents reporting increased sales as a result of using the new marketing practices by the total number of respondents (exclude those who did not know). Multiply the result by 100 to convert it to a percentage.

Disaggregate  data by gender, geographical area and the type of business. Additionally, report separately on the perceived effectiveness of marketing practices that were and were not promoted by the project (see comment 2 below). 

1) To measure the extent to which the respondents have increased their sales, you can ask them the following question. The respondents might not be able to tell you the exact percentage, and therefore, you should agree (and practice) with the data collectors on how to determine it (for example, by asking for the average sales before and after the change, keeping seasonal changes in mind).

Q: Can you tell me how much your sales have increased thanks to these marketing practices?

A:

1) less than 10%

2) 10-19%

3) 20 - 39%

4) 40 - 59%

5) 60 - 79%

6) 80 - 99%

7) 100 - 149%

8) 150 - 199%

9) more than 200%

10) unable or unwilling to say

 

 

2) It is recommended that you also measure which of the marketing practices that were used were perceived as most effective and why (include both those that were and were not promoted by the intervention; later, you can disaggregate the results based on the practices that were and were not promoted). You can assess their effectiveness by asking:

Q4: In your experience, which marketing practices have helped you increase your sales the most?

A4: include a list of marketing practices (both those that were and were not promoted; include a space for “other practices” you might not have thought about)

 

 

3) While this indicator can show whether the new marketing practices were perceived to increase sales, it does not tell you whether their financial benefits were higher than the invested costs. To assess this important information, consider using the Return on Investment Indicator.