Awareness of Where to Purchase Product
English: % of respondents who know where to locally purchase [specify the promoted product]
French: % de répondants qui savent où acheter localement [spécifiez le produit promu]
Portuguese: % de inquiridos/as que sabem onde comprar [especifique o produto] a nível local
Czech: % respondentů, kteří vědí kde místně koupit [uveďte daný produkt]
What is its purpose?
The indicator measures respondents' awareness of where they can purchase those goods that are crucial for their lives and livelihoods, such as seeds, veterinary medicine, solar panels or oral rehydration salts. It helps you understand the effectiveness and reach of any promotion activities or initiatives to strengthen the marketing competencies of supported sellers.
How to Collect and Analyse the Required Data
Collect the following data by conducting individual interviews with a representative sample of your target group members:
RECOMMENDED SURVEY QUESTIONS (Q) AND POSSIBLE ANSWERS (A)
Q1: Do you know of any place where you can buy [specify the product]?
A1: yes / no
(ask the following question only if the previous answer is YES)
Q2: Where exactly is that place?
1) yes, the person can name a specific shop/ market stall
2) no, the person cannot name a specific shop/ market stall
To calculate the indicator's value, divide the number of respondents who knew where to locally purchase the given product (i.e. answers to both Q1 and Q2 were YES) by the total number of respondents. Multiply the result by 100 to convert it to a percentage.
Disaggregate the data by gender, wealth, and location.
1) When a person says that s/he knows where a product is sold, ensure that the data collector always verifies whether s/he really has a specific shop or seller in mind (as opposed to just knowing that the product is, for example, sold somewhere in a provincial town or district market).