final report for rural speed radio programs impact assessment_ian nkata_uganda

8/14/2019 Final Report for Rural Speed Radio Programs Impact Assessment_Ian Nkata_Uganda

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International Labour Organisation

FIT-SEMA Small EnterpriseMedia in Africa Project

Impact Assessment Report on Rural SPEED Radio ProgramsPromoting Savings Culture

Submitted to ILO FIT-SEMA and Rural SPEED Project

October 2007

Prepared by:Ian K. Nkata

Media and Market Research ConsultantP.O. Box 16003

KampalaUganda

Telephone: +256 772 400 717Email: [email protected]


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ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 2

Table of Contents

FIT-SEMA Small Enterprise Media in Africa Project 1Chart 22: Accuracy of information in the radio programs 4Chart 23: How satisfied with resource people 4Chart 24: Preferred attributes of resource people 4

1 Introduction 7

2 Objectives of the impact assessment 7

3 Methodology 8

3.1 Pre-assessment activities 8

3.2 Sampling size and technique 8

3.3 Data collection and assessment tools 9

3.4 Data processing and analysis 10

4 Challenges faced 10

5 Findings 11

5.1 Background information 115.1.1 Gender of respondents 115.1.2 Age of respondents 125.1.3 Main source of income 125.1.4 Categories of respondents 13

5.2 Saving habits 145.2.1 Do you save? 145.2.2 Frequency of saving 145.2.3 Average amount of money saved in given period 155.2.4 Proportion saved 165.2.5 Mode of saving 175.2.6 Key reasons for saving 18

5.2.7 Decision making for savings 185.2.8 Problems faced when saving 185.2.9 Key reasons for inability to save 19

5.3 Awareness of Radio Programs promoting Savings Culture 205.3.1 Program awareness and listenership to radio programs on savings culture 205.3.2 Radio station on which programs were listened to 215.3.3 Frequency of listening to radio programs promoting Savings Culture 24Chart 13: Frequency of listening to radio programs promoting Savings Culture 245.3.4 Sources of information on savings and micro finance before radio programs on Savings 26One of the objectives of the assessment was to find out sources of information on savings and micro finance. Chart 14

below clearly demonstrates that word of mouth, 30%, and local village groups (local MFIs), 24%, were the main sources

of such information before commencement of radio programs promoting savings culture. 26Chart 14: Sources of information on savings and micro finance before radio programs on Savings 26

5.3.5 Associating Radio Programs promoting savings culture with organizations/Programmes 275.4 Program Content and Delivery and Delivery 28

5.4.1 Relevance of topics or issues covered in radio programs on Savings Culture 285.4.2 Key reasons for topical relevance 285.4.3 Key reasons for irrelevance of topics covered 295.4.4 How adequately topics were covered 305.4.5 Topical issues that need to be reviewed or revisited in future programs 325.4.6 Satisfaction with presentation style of radio programs promoting Savings Culture 335.4.7 Accuracy of information in the radio programs 35Chart 22: Accuracy of information in the radio programs 355.4.8 Preferred mode of presentation 36


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5.4.9 Preferred attributes of resource people on the radio programs 36About 47% of the respondents were satisfied with resource peoples work. 36Chart 23: How satisfied with resource people 36Chart 24: Preferred attributes of resource people 375.4.10 Suggestions on how the Savings Culture radio programs can be improved 37

5.5 Application of ideas from Radio Programs promoting Savings Culture 385.5.1 Effectiveness of the radio programs on Savings Culture 385.5.2 Level of Listeners savings before commencement of radio program and after 395.5.3 How ideas or knowledge from radio programs was applied to enhance savings habits 39

5.5.4 Beneficial aspects from the radio programs 40Table 26: Beneficial aspects from the radio programs 405.5.5 Assessment of different aspects of the radio programs 415.5.6 Likelihood of improving savings habits as a result of listening to the radio programs 43Chart 28: Likelihood of improving saving habits after radio programs 43

5.6 General Issues 445.6.1 Use of radio as a tool or medium for promoting/developing savings culture and micro finance industry activities445.6.2 Reasons for using radio 445.6.3 Reasons for not recommending the use of radio for promoting savings culture 455.6.4 General comments radio programs promoting savings culture 45

6 Concluding statements and recommendations 49

Appendices

I. Detailed statistical data from the assessment (Disaggregated)II. Survey locationsIII. Research TeamsIV. Sample of Police Introductory letter

LIST OF TABLESTable 1: Average amount savingsTable 2: Mode savingTable 3: Reasons for savingTable 4: Decision making on savingsTable 5: Key reasons for inability to saveTable 6: AkandalaTable7: Deru ParaTable 8: ManyanguaTable 9: Bikiira NyentsyaTable 10: Bikiira NyentsyaTable 11: EyeterekeraTable 12: Kano Lim/Akiba AihoziTable 13: Yiko Oywelo (Biacara)Table 14: Comparison between awareness and listenershipTable 15: Number of times program was listened toTable 16: Number of times promotional adverts were heardTable 17: Organizations to which radio programs are associatedTable 18: Adequately coveredTable 19: Topics not adequately coveredTable 20: Topics for review or revisitingTable 21: Reasons given for accuracy of informationTable 22: Reasons given for accuracy of informationTable 23: Preferred mode of presentationTable 24: Suggestions for improving radio programs


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Table 25: Actions taken to enhance saving habitsTable 26: Beneficial aspects from the radio programs

LIST OF CHARTSChart 1: Gender of RespondentsChart 2: Age of respondentsChart 3: Main Source of income

Chart 4: Categories of respondentsChart 5: Do you save on a regular basis?Chart 6: Frequency of savingChart 7: Proportion savedChart 8: Percentage of incomes savedChart 9: Main challenges faced when savingChart 10: Awareness of radio programs promoting savings cultureChart 11: Listening to the program

Chart 12: Comparison between awareness and listenershipChart 13: Frequency of listening to radio programs promoting Savings CultureChart 14: Sources of information on savings and micro finance before radio programs on SavingsChart 15: Relevance of topics coveredChart 16: Reasons for relevance of topics coveredChart 17: Reasons for irrelevance of topics coveredChart 18: How topics were adequately coveredChart 20: Reasons for satisfaction with style of presentationChart 21: Reasons for dissatisfaction with style of presentation

Chart 22: Accuracy of information in the radio programs

Chart 23: How satisfied with resource people

Chart 24: Preferred attributes of resource people

Chart 25: Effectiveness of the radio programs on Savings CultureChart 26: Level of saving before and after listening to Savings Culture programChart 27: Agreement on statements about savings promotion programsChart 28: Likelihood of improving saving habits after radio programsChart 29: Recommending use of radioChart 30: Reasons for using of radio


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EXECUTIVE SUMMARY

ILO FIT-SEMA in partnership with Rural SPEED, a USAID Funded Project have supported radioprograms on Promoting a Savings Culture in the last six months on selected radio stations i.e.Radio West, Voice of Teso, Radio Paidha, CBS Radio, Rock Mambo, Mega FM, and Pacis

Radio under the theme Enhancing your Financial Security through Savings.

Seven Radio Programs Promoting Savings Culture were run on 7 radio stations i.e. Akandala on Voice of Teso Deru Para on Radio Paidha Manyangua on Radio Pacis Bikiira Nyentsya on Radio West Eyeterekera on CBS FM Kano Lim/Akiba Aihozi on Rock Mambo FM Yiko Oywelo on Mega FM

An impact assessment of radio programs promoting savings culture targeting farmers in agrobusiness, small business owners and operators, and income earners (with disposable income)was carried out and the main objectives of the assessment were:

To assess awareness of the Radio Programs Promoting the Rural Savings Culture To find out the impact of the Radio Programs (promoting the savings culture) on

the lives of the rural MSE and farming communities. To assess the level of impact the Radio Programs have had in promoting savings

and business development To assess the method of delivery/presentation in the respective Radio programs To assess which organizations are associated with the Radio programs

To solicit suggestions for improvement of the Radio programs that were aired

The assessment was undertaken in the districts of Soroti, Nebbi, Arua, Mbarara, Kabale,Kampala/Central, Tororo and Gulu.

Key findings indicate that 57% of the respondents are aware of a radio program promotingsavings culture. The radio programs are more associated with Uganda Micro Finance Forumand Rural SPEED than any other organization. Over 50 % of the respondents found the topicsdiscussed to be very relevant while topics like Income generating activities; why people shouldsave (benefits); community saving habits; what saving is all about; where people should save;and dangers of not saving, were seen to have been more adequately covered than other areas.

The effectiveness of the radio programs was highly regarded as over 80% of the respondentssaid that programs were effective in their personal or business lives. Some identified areas thatneed to be covered include: More about interest rates; How to access loans; Bankingprocedures and more clearly on requirements for opening an account; Who to approach aboutsavings; Why cash withdrawals are restricted and to help people differentiate between genuinefinancial institutions and fake ones to minimize cheating of the public. Things that need to bedone to improve the radio programs include:


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1) Strengthening of coverage of some topics like: Why people dont save in financialinstitutions; Safety & security of money ; Types of financial institutions and Why peopleshould save in financial institutions

2) Listeners would like to hear more from the following topics: Income generating activities;Community saving habits; Why people should save (Benefits); Saving as a solution topoverty alleviation; Ways of saving; and Saving vs. Borrowing

3) Using radio to more effectively to encourage people to save in financial institutions thatare well established and genuine.

4) Encouraging people to save for reasons of either starting a business or expanding oneas opposed to saving for only emergencies. Investing money that has been saved wouldensure some form of sustainability as constant returns will be expected with time.

5) Encouraging sustained savings by promoting budgeting6) Increasing awareness of radio programs promoting savings culture. This can be done

through door to door sensitization or workshops at village level.7) Inviting successful people especially business people to the radio programs. This would

act as a source of inspiration. This can be successful if persons invited can be identifiedwith the people.

8) Providing more air time for radio programs promoting savings culture. This can be doneeither by adding more program time or have the programs run at least twice a week.


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1 IntroductionILO FIT-SEMA in partnership with Rural SPEED, a USAID Funded Project have supported radioprograms on Promoting a Savings Culture in the last six months on selected radio stations i.e.Radio West, Voice of Teso, Radio Paidha, CBS Radio, Rock Mambo, Mega FM, and PacisRadio under the theme Enhancing your Financial Security through Savings.

FIT-SEMA and Rural Speed, in this partnership, sought to maximise the use of radio in

delivering information that will enable the growth of the savings culture and the partnershipaimed at developing a win-win working arrangement among the industry stakeholders on theone hand and radios on the other, so that relevant information is delivered to the audience withthe desired effect, and the communication objectives of those participating in this sponsorship isachieved.

ILO FIT-SEMA project works with radio stations to enable the flow of information targeting ruralmicro and small enterprises. The project works with radio stations in establishing businessprograms that act as a platform for providing information, debates and dialogue aimed atenabling MSEs influence policies that affect their business environment while Rural SPEED has

been involved in deliberate efforts to promote the culture of savings through so that the practicebecomes part of peoples lives to manage incomes for the benefit of their households and theeconomic activities in the medium to long term.

The key communication objectives for this campaign were:

a) To enhance understanding of the importance, value, and the required practices to makesavings a long term and valued practice among rural MSEs and farmers.

b) To enhance awareness among rural MSEs and farmers of the different rolesstakeholders (particularly service providers) can play in establishing a savings cultureover the medium to long term

c) To enhance dialogue among all stakeholders in the industry on issues regardingsavings using radio as an accessible and sustainable platform

d) To demonstrate campaign benefits for sponsors, advertisers and organisations thatparticipated on the programs

ILO FIT-SEMA and Rural SPEED decided to hire a consultant to assess the impact of the radioprograms in the respective broadcast areas and districts.1 Lessons from the assessment, it wasenvisaged, would be used to improve future interventions/programs and to also encourage otherstakeholders to come on board to support these initiatives. This report therefore presents thefindings of the assessment and it also outlines recommendations for improving radio programspromoting savings culture.

2 Objectives of the impact assessmentThe overall goal was to assess the impact of the Savings Culture Radio Programs on the ruralfarming and business communities. Below were the specific objectives of the assessment:

To assess awareness of the Radio Programs Promoting the Rural Savings Culture

To assess the relevance of program content

1Districts covered were Soroti, Nebbi, Arua, Gulu, Tororo, Kabale, Mbarara and Kampala.


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To find out the impact of the Radio Programs (promoting the savings culture) on the livesof the rural MSE and farming communities.

To assess the level of impact the Radio Programs have had in promoting savings andbusiness development

To establish which issues are not currently addressed but are important

To assess the method of delivery/presentation in the respective Radio programs

To evaluate the accuracy of program content

To assess which organizations are associated with the Radio programs To solicit suggestions for improvement of the Radio programs that were aired

3 Methodology

This chapter covers pre-assessment activities, the assessment methodology dealing withsampling, survey tools, data collection and analysis techniques.

3.1 Pre-assessment activities

Before the assessment, a number of activities were carried out. These were:

a) Meeting with ILO FIT-SEMA and Rural SPEED officials to ensure that issues raised in theproposal were in line with their needs.

b) Designing the questionnaire in consultation with ILO FIT-SEMA and Rural SPEEDofficials.

c) Training interviewers and supervisors in preparing them for the assignment. During thetraining, the draft questionnaire was reviewed so that interviewers would familiarize with itbefore commencement of fieldwork. In the same meeting the main goal of the impactassessment was communicated to them as part of the preparation process. Issuesaddressed in the training were:

Sample size, allocation per person

Gender considerations and proportions

Location of research, detail of work plan field movement

Duration of research

General expectations

28 people took part in the training and briefing.

The supervisors, who the led the various teams, were given a special session to outlinewhat was expected of them. The team leaders were expected to guide the teams in the

various survey locations. A detailed guideline document was given to them to help indirecting field operations. The guideline document appears in appendix V.

3.2 Sampling size and technique

The assessment set out to interview 900 respondents who included farmers in agro-business;medium and small enterprise owners and operators and members of the general publicespecially those have a disposable income (earn a regular income) in one way or another. The


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respondents interviewed were found in districts within broadcast areas of the radio stations onwhich the Savings Culture Radio Programs were run. These districts included: Soroti, Nebbi,Arua, Gulu, Tororo, Kabale, Mbarara and Kampala. The assessment intended to have 15% ofthe sample be farmers in agro-business; 50% medium and small enterprise owners andoperators and 35% general public especially those have a disposable income (earn a regularincome). The sample was randomly drawn from the eight districts using a combination oftechniques because of the complexity of the target respondents. Techniques applied includedsystematic random sampling technique and judgmental technique.

The systematic random technique was applied as follows: every 4th subject was chosen for aninterview following the left hand rule. The researcher randomly choose the 1st subject for aninterview and after the interview the research then counted up to 4 and the next 4th subject wasinterviewed and so on. This is what is called the skip interval. This was used mainly in the caseof households in a given area and in public places. This was done as long as the chosen subjectfitted into the target respondents. If subject was found not applicable, then the next was chosenfollowing the same pattern. Judgmental sampling technique was applied in a situation where theresearcher drew a representative sample based on personal judgment that is the subject ischaracteristic of the population under study. These were entrepreneurs (i.e. MSE owners and/oroperators and farmers in agro-business). The researchers followed strict guidelines on how

many people were to be interviewed in each category as in target respondents as well as genderconsiderations. The supervisors ensured compliance to set rules and guidelines. Surveylocations were followed as planned. A list of locations and survey routes appear in theappendix).

3.3 Data collection and assessment tools

A detailed structured questionnaire was used to collect data through face to face interviews. Thequestionnaire2 was divided into six major sections. These included:

Background information

Saving habits Radio Programs awareness

Program content and delivery

Application

General issues

In order to take cater for language matters, research assistants engaged in the assignment werespeakers of local languages i.e. Luo, Lugbar, Alur, Jophadola, Ateso, Rukiga, Luganda andRunyankore. This was done to minimize any shortcomings during the interviews in case theinterviewers were unable to express themselves in the respective local languages. The researchassistants were encouraged to translate questions, where necessary, without distorting theirmeanings.

Given that the assessment covered three regions (8 districts), the data collection process wasmanaged as described below:

a) Eight teams of various sizes were formed. Some had 3 and others had 4 while one had5 research assistants3 depending on where they are going. Each team was inclusive of

2The final questionnaire draft was accepted by officials from FIT-SEMA and Rural SPEED. All salient issues were covered accordingly before

the assessment.


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supervisor who was team leader. The eight teams covered the following districts Soroti;Nebbi; Arua; Gulu; Tororo; Kabale; Mbarara and Kampala.

b) Each team had a leader/supervisor that was in charge of the team and had theirresponsibilities well stipulated in a supervisors guideline document. (See a detailedcopy in the appendix V). Their main areas of focus were guiding the team, qualityassurance, general supervision and progress reporting to the consultant.

c) The consultant was in constant touch with the supervisors to see to it that work wasproceeding as planned. The consultant visited some research sites to do spot checks

on some teams and took some photographs of field work being undertaken.

District Frequency PercentGulu 106 11.8Arua 111 12.3Nebbi 98 10.9Tororo 105 11.7Soroti 100 11.1Mbarara 125 13.9Kabale 106 11.8Kampala 150 16.6

Total 901 100

3.4 Data processing and analysis

Data in the questionnaires were edited and checked to ensure completeness, clarity andconsistency of the responses. Most of the data collected was quantitative in nature. Thequantitative data was captured into SPSS for windows (Version 12.0) for initial processing. Forfurther analysis and manipulation, the processed data was exported into MS Excel. The findingsare summarized into frequency tables, graphs and cross tabulations which are presented inChapter 5.

The questionnaires were also characterized by some open-ended questions which required therespondents to freely respond. These were analyzed by organizing the responses into coherentcategories which were counted for purposes of ranking, and some were coded for furtheranalysis. These are also discussed in Chapter 5.

4 Challenges faced

In the course of collecting data, the process was faced with some challenges. Much as thesechallenges came up, measures to mitigate them were designed in order meet the set objectives

of the assessment. Below are some of the challenges that were faced:

It took a lot of convincing potential respondents that information being collected wasconcerned with radio programs promoting savings and that the teams were notrepresenting financial institutions from which they expect money within the framework ofProsperity for all programme.

Some listeners would recall the amount of money they save in a given period. In this casethe respondents were encouraged to give some indicative figures.

3Gender considerations will be made in research team composition to ensure a balance.


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Accessing some areas especially in Soroti District was difficult due to floods that hadoccurred in the area. In this case activities were limited to places which were accessible.

5 Findings

This chapter presents the findings of the assessment in an aggregated form. Detailed findings byradio footprint appear in appendix I in disaggregated form. 4

5.1 Background information

5.1.1 Gender of respondents

Of the 901 respondents, 54% were females while 46% were males.

Chart 1: Gender of Respondents

GenderBase:901

Male

46%

Female

54%

4 This is broken down as per either radio station/program or district under study.


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5.1.2 Age of respondents

Over 66% of the respondents interviewed were between the ages of 18 and 35 years of age.Most of the people interviewed were between 25 and 35 years of age. They accounted for about30% of the total.

Chart 2: Age of respondents

Age of Respondents

Base 897

21.5

29.7

15.212.6

9.4

6.1 5.6

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

18-24 25-30 31-35 36-40 41-45 46-50 Over 51

years

5.1.3 Main source of income

Respondents were required to indicate their main source of income. Majority of the respondentsare involved in some of some retail trade business i.e. 36%. These own small shops, groceriesor sell something to earn some income. Also significant are those involved in direct farming andsome kind of service business with scores of 20% and 16% respectively as indicated in Chart 3below. Service business is characterized by such things as phone operator, saloon operator,tailoring, car mechanics, bicycle repair, carpentry, barber, photocopying and hiring services. Atotal of 25% of the respondents are either formally or informally employed.


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Chart 3: Main Source of income

Main source of income

Base:901

Business - Service

industry

16%

Business-Retail

trade

36%

No response

3%Farming

20%

Employed formally

14%

Employed by

others privately

11%

5.1.4 Categories of respondents

The assessment was principally directed towards farmers in agro business, small businessowners/operators and income earners. The respondents were asked to identify the category inwhich they mainly fall. The figure below shows the results:

Chart 4: Categories of respondents

Main categories of respondents

Base:895

Income earner

(w ith disposable

income)33%

Farmer in agro

business

19%

Small business

ow ner/operator

48%


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5.2 Saving habits

5.2.1 Do you save?

The respondents were asked to indicate if they save or not. Chart 5 below indicates that at least78% of the respondents save some money on a regular basis while 22% said they did not.

Chart 5: Do you save on a regular basis?

Do you save on a regular basis?

Base:891

No

22%

Yes

78%

5.2.2 Frequency of saving

Over 40% of the respondents said that they save some money on a monthly basis while justfewer than 29% do so on a weekly basis. Other specifications of saving frequency arecharacterized by frequencies of 2 or 3 months or more to a year.

Chart 6: Frequency of saving

If yes, how often do you save?

Base:706

15.2

28.6

6.4

40.1

9.2

0.0

5.0

10.0

15.020.0

25.0

30.0

35.0

40.0

45.0

Everyday Weekly Every 2 w eeks Monthly Other (specify)


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5.2.3 Average amount of money saved in given period

The respondents were requested to indicate the average amount of money they save in a givenperiod. Table 1 below shows the details. Majority save 5000/= or less (25%), while 18% savebetween 5001/= and 10,000/=. Also significant is the 15% who save between 10,001 and20,000/=. It can be concluded from this table that almost 60% of the respondents save anywherebetween 5000/= (or less) to 20,000/= in a given period.

Table 1: Average amount savingsAverage amount of savings in period

statedFrequency Percent

Less 5000/= 174 25.05,001-10,000/= 126 18.110,001-20,000/= 105 15.120,001-30,000/= 54 7.830,001-40,000/= 27 3.940,001-50,000/= 50 7.250,001-60,000/= 47 6.8

60,001-70,000/= 8 1.170,001-80,000/= 11 1.6

80,001-90,000/= 5 0.790,001-100,000/= 23 3.3100,001-110,000/= 22 3.2110,001-120,000/= 3 0.4120,001-130,000/= 3 0.4130,001-140,000/= 3 0.4170,001-180,000/= 1 0.1More than 180,000/= 23 3.3Not applicable 11 1.6Total 696 100


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5.2.4 Proportion saved

An indication of proportion respondents was required to show what part of their incomes issaved. Chart 7 below indicates that just over 61% save some of it while 13% said that theysave most of their income.

Chart 7: Proportion saved

What proportion of income is saved?Base:901

1.3

13.8

61.5

22.6

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

All of it Most of it Some of it No response

In order to get an idea of how much the respondents saved, they were asked to show whatportion of their income they save in percentage terms. Chart 8 below shows that majority of therespondents save between 1% and 10 % of their income. These account for about 33% of thetotal.Chart 8: Percentage of incomes saved

Regardless of income levels, what percentage of your earningsdo you save? Base: 688

16.0

17.0

6.0

5.1

9.97.6

5.1

3.9

4.9

11.5

10.5

2.6

0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0

1-5%

6-10%

11-15%

16-20%

21-25%

26-30%

31-35%

36-40%

41-45%

46-50%

Over 50%

No t applicable

Percentageof

incomesaved


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5.2.5 Mode of saving

Majority of the respondents save money in big banking institutions, keep at home in a secretplace and also through arrangements in village groups (local initiatives and voluntary savings).Details appear in Table 2 below. However, with reference to the table below, there is a clearindication that saving in big banks, overall, is still low compared to all other modes combined.

Table 2: Mode savingHow do you save? Frequency Percent

Big bank 218 31.5Keep at home/secret place 174 25.1Village groups (Local initiatives, voluntarysavings) 164 23.7Village Savings & Loans Associations (VSLA) 53 7.6Savings & Credits Cooperatives (SACCOS) 29 4.2Invest in asset to be sold in emergency orinvestment club 20 2.9With friend, colleague or family 18 2.6Micro Finance Institution (CompulsorySavings on loans) 13 1.9

Revolving Savings & Credit Associations(ROSCAS) 3 0.4

Total 693 100.0

Low scores on Micro Finance Institutions (MFIs) and Savings & Credits Cooperatives (SACCOS) areexplained by such comments as We would rather save our money in village groups because weare fed up with these new micro finance institutions. You cannot trust them. (Male 25 -30,farmer, Bwizibwera Mbarara).

Some of these MFIs have been a major disappointment. A good number of people haveinvested/saved in wrong places or financial institutions only ending up loosing all their money.These institutions exploit ignorance of the people and cheat them. People need to know whichare genuine and those that are not. (Female 41-45, small business operator, RwebikonaMbarara)

However on the other hand some people effect savings by purchasing an asset like onerespondent in Mbarara stated:I bought land at 800,000/= from my savings (Male 41-45, income earner, Bwizibwera Mbarara)


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5.2.6 Key reasons for saving

Reasons for saving are essentially for future consumption, future investment, for expanding abusiness and insurance against emergencies as shown in table 3 below.

Table 3: Reasons for savingKey reason for saving some money Frequency Valid Percent

Future consumption (School fees, health, rent etc) 218 32.6Future investment 162 24.2

For expanding a business 71 10.6Insurance against emergencies 66 9.9

Meet basic household needs 43 6.4Social security (I dont want to depend on others) 24 3.6For starting a business 23 3.4To control expenditure 17 2.5Safe custody of wealth 16 2.4

Financial freedom 11 1.6To pay back loan 9 1.3Social reasons (Weddings, bride price etc) 6 0.9Other reason (specify) 2 0.3

Other do so/Been advised to do so 1 0.1Total 669 100

5.2.7 Decision making for savings

As far as decision making is concerned, decision making on savings is done individually i.e.60%, while 29% decisions in consultation with a business partner or spouse.

Table 4: Decision making on savingsBest description for ones involvement in decision making on savings in business or household

Frequency Percent

I make decisions alone 411 60.4I make decisions in consultation with partner/spouse 197 29.0Make decisions in consultation with my family householdmembers 69 10.1Total 680 100

5.2.8 Problems faced when saving

Recurrent emergencies like sickness were indicated as the major obstacle to saving money.This accounts for 47% of the problems. Security and safety of money was also indicated as amajor challenge (17%). See chart 9 below for details.


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Chart 9: Main challenges faced when saving

Main challenges faced when saving money

I lack information on

savings/how to go

about it, 33, 4%

I nearly spend all I get,

28, 3%

Amount saved is not

encouraging/not

worthwhile, 88, 10%

Financial institution is

far from dwelling place

or business premise,

34, 4%

Lending to non-paying

back colleagues, 123,

15%

Security /Safety, 142,17%

Recurrent

Emergencies, 398, 47%

5.2.9 Key reasons for inability to save

Meager income and many financial commitments were indicated as the main reasons forinability to save.

Table 5: Key reasons for inability to saveIf one is unable to save regularly, what are the key reasons for this?

Reasons Frequency Valid Percent

Insufficient /meager income 130 56.8Too many financial commitments 50 21.8Lack of info/knowledge on savings 10 4.4Other reason (specify) 10 4.4High cost of living 9 3.9I dont have a regular income 7 3.1No plan in place to do so 4 1.7Cant afford to have an account 4 1.7Personal attribute I am not the saving type of person 3 1.3Financial institution is far from where I stay or operate 1 0.4Inconvenient existing saving mechanisms 1 0.4

Total 229 100


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5.3 Awareness of Radio Programs promoting Savings Culture

5.3.1 Program awareness and listenership to radio programs on savings culture

Overall about 57% of the 901 respondents were aware of radio programs promoting savingsculture while 43% were not aware.

Chart 10: Awareness of radio programs promoting savings culture

Awareness of radio programs promoting savings culture

Base:901

No

43%

Yes

57%

From assessing awareness levels of the radio programs, the survey went on to find out ifrespondents had listened to one. Of the 511 respondents who said they were aware, 86% ofthem had listened to a radio program on savings culture. See Chart 11.

Chart 11: Listening to the program

Have you listened to a program on savings culture?

Base:511

No

14%

Yes

86%


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5.3.2 Radio station on which programs were listened to

Tables 6 to 13 show the radio stations on which the respondents said they heard the programsor listened to one. Each table shows the name of radio program, district and radio station.

Table 6: AkandalaOn which radio station have you listened to the program Akandala?

Soroti District

Frequency Percent

Non-response 30 30Veritas 1 1

Voice of Teso 69 69

Total 100 100

Table7: Deru ParaOn which radio station have you listened to the program Deru Para?

Nebbi District

Frequency Percent

Non-response 33 33.0

Radio Paidha 67 67.0

Total 100 100

Table 8: ManyanguaOn which radio station have you listened to the program Manyangua?

Arua District

Frequency Percent


Radio Pacis 40 36.4

Total 110 100

Table 9: Bikiira NyentsyaOn which radio station have you listened to the program on Bikiira Nyentsya?

Kabale District

Frequency Percent


Radio West 22 20.8

Voice of Kigezi 39 36.8

Total 106 100

Table 10: Bikiira NyentsyaOn which radio station have you listened to the program Bikiira Nyentsya?

Mbarara District

Frequency Percent


Kinkizi 1 0.8

Radio West 71 56.8

Vision 3 2.4

Total 125 100


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Table 11: EyeterekeraOn which radio station have you listened to the program Eyeterekera?

Kampala District/Central Region

Frequency Percent


CBS 34 22.7

Simba 2 1.3

Super 2 1.3Total 150 100

Table 12: Kano Lim/Akiba AihoziOn which radio station have you listened to the program Kano Lim/Akiba

Aihozi?Tororo District

Frequency Percent


Rock Mambo 53 50.5

Total 105 100

Table 13: Yiko Oywelo (Biacara)On which radio station have you listened to the program on Yiko Oywelo?

Gulu District

Frequency Percent


King FM 4 3.8

Mega FM 26 24.8

Total 105 100

A comparison between awareness and listenership of radio programs promotingSavings Culture

In order to carry out a comparative analysis, the chart 12 and table 14 were developed to showcomparisons between sample taken, number of respondents aware of the programs, number ofrespondents who listened to the programs and finally number of true listeners. For example inMbarara District, as highlighted in table 14, 125 people were interviewed. Of these, 96 wereaware of the programs. Furthermore of the 96 who were aware of the program 76 listened tosome. So of the 76, 72 actually heard it on Radio West.


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Chart 12: Comparison between awareness and listenership

Comparison between awareness and actual listening of Savings Culture Radio Programs

100 100110 106

125

150

105 105

7770

42

78

96

59 56

42

71 68

40

6576

39

54

30

69 67

40

6172

38

53

30

0

20

4060

80

100

120

140

160

SorotiDistrict-

Akandala

NebbiDistrict-

DeruPara

AruaDistrict-

Manyangua

KabaleDistrict-

BikiiraNyentsya

MbararaDistrict-

BikiiraNyentsya

Kampala

District/Central-

Eyeterekera

TororoDistrict-

KanoLim/Akiba

Aihozi

GuluDistrict-

Yiko

Oywelo(Biacara)

No. of respondents

No. of respondents aware of

program

No. of respondents listened to

program

No. of true listeners to program

Table 14: Comparison between awareness and listenership

District/ProgramNo. ofrespondents

No. ofrespondentsaware ofprogram

No. of respondentslistened to program

No. of truelisteners toprogram

Soroti District - Akandala 100 77 71 69

Nebbi District - Deru Para 100 70 68 67

Arua District - Manyangua 110 42 40 40Kabale District - BikiiraNyentsya 106 78 65 61Mbarara District - BikiiraNyentsya 125 96 76 72Kampala District/Central -Eyeterekera 150 59 39 38

Tororo District - Kano

Lim/Akiba Aihozi 105 56 54 53Gulu District - YikoOywelo(Biacara) 105 42 30 30


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5.3.3 Frequency of listening to radio programs promoting Savings Culture

In order to assess the frequency of listening to the radio programs on savings culture, therespondents were asked to indicate how often they listened to the programs. Chart 13 belowshows how often programs were listened to.

Chart 13: Frequency of listening to radio programs promoting Savings Culture

How often did you listen to the program?

Base :422

Once every 2

w eeks

9%

Once every 3

w eeks

6%

Not sure

32%

Every w eek53%

Of the 422 respondents to this question, about 53% said that they listened to the program everyweek while 9% listened to the program once every two weeks. However 32% of the respondents

were not sure of how often they listened to the programs.

Table 15: Number of times program was listened to

How many times have you listened to the programspromoting Savings Culture?

No. of times Frequency Percent

1 27 9.1

2 27 9.1

3 37 12.5

4 36 12.2

5 38 12.8

6 32 10.8

7 17 5.7

8 13 4.4

9 12 4.1

10 53 17.9

12 3 1.0

14 1 0.3

Total 296 100.0


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How many times have you listened to the programs promoting SavingsCulture?

Total Range Minimum Maximum Mean

296 13 1 14 6

Table 15 above shows that majority of respondents listened to the program from 3 to 6 timesand these account for a combined 48%. The single highest score is 17.9% for the respondentswho listened to the programs at least 10 times. Deeper analysis reveals that the average

number of times radio programs were listened to was 6 given that an average of 14 programsran on each radio stations.

Table 16: Number of times promotional adverts were heard

How many times have you heard promotional advertspromoting Savings Culture?

No. of times Frequency Percent

1 10 7.0

2 7 4.9

3 19 13.4

4 11 7.7

5 12 8.5

6 10 7.0

7 2 1.4

8 18 12.7

9 4 2.8

10 27 19.0

12 3 2.1

15 2 1.4

18 2 1.4

20 9 6.3

30 5 3.5

50 1 0.7Total 142 100.0

How many times have you heard promotional adverts promotingSavings Culture?

N Range Minimum Maximum Mean

142 49 1 50 8

Deeper analysis also reveals that the average number of times promotional adverts were heardwas 8. See table 16.


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5.3.4 Sources of information on savings and micro finance before radio programson Savings

One of the objectives of the assessment was to find out sources of information onsavings and micro finance. Chart 14 below clearly demonstrates that word of mouth,30%, and local village groups (local MFIs), 24%, were the main sources of suchinformation before commencement of radio programs promoting savings culture.

Chart 14: Sources of information on savings and micro finance before radioprograms on Savings

Source of info on saving money/micro finance before radio

programs

Local MFI, Local village

groups, 201, 24%

Word of mouth, 246,

30%

New spapers, 91, 11%

LC Structure, 84, 10%

NGOs, 65, 8%

Road show s, 47, 6%

Posters/Fliers/Billboard

s, 44, 5%Branded give aways

(Gifts), 46, 6%

Low scores on road shows, billboards/posters and branded gifts as source of information onsavings and micro finance are explained by the fact that majority of the respondents were inrural settings and did not have opportunities to be exposed to them. The sample was ratio of65%:35%, rural to urban.


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5.3.5 Associating Radio Programs promoting savings culture withorganizations/Programmes

Given that there are a number of stakeholders in the micro finance sector, there was need togauge which organizations are associated with the radio programs. Table 14 shows theoutcome. The programs were more associated with Uganda Micro Finance Forum and RuralSPEED than any other organizations or programmes. Category Other was characterized bysuch organizations as National Social Security Fund (NSSF), Ankole Private Sector Promotion(Mbarara), West Nile Private Sector Promotion (Arua), Maracha Action Project (Arua), Bank ofUganda, Pride Micro Finance and Prosperity for All programme.

Table 17: Organizations to which radio programs are associatedOrganizations to which radio programs are associated

Organizations/ProgrammeNo. ofresponses

Uganda Micro Finance Forum 134

USAID/Rural SPEED 107

Uganda Finance Trust (U-Trust) 65

AMFIU Association of Micro Finance institutions of Uganda 63

Ministry of Finance, Planning and Economic Development 62

Uganda Cooperative Alliance (UCA) 54Other 46

District Trade Office 27

Business Culture Fund of the Government of Uganda 25SUFFICE Support for Feasible Financial Institutions and CapacityBuilding Efforts 17

ILO FIT-SEMA (Small Enterprise Media in Africa) 13


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5.4 Program Content and Delivery and Delivery

5.4.1 Relevance of topics or issues covered in radio programs on SavingsCulture

52% of the respondents were of the view that topics covered in the radio programs were veryrelevant while 45% thought they were quite relevant. 2% did not think issues covered wererelevant to them. Reasons given for relevance are shown in chart 16 and for irrelevance seechart 17

Chart 15: Relevance of topics covered

Overall, how relevant were topics/issues covered?

Base:438

52.3

45.0

2.3

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Very relevant Quite relevant Not relevant

Perce

nt

5.4.2 Key reasons for topical relevance

Chart 16: Reasons for relevance of topics covered

Reasons for relevance of topics tackled

Other reason, 9, 1%Gave me ideas on how

to manage savings, 210,

20% More enlightened about

of savings, 343, 32%

Things discussed are

appropriate to me, 236,

22%

Gave me some solutions

and ideas on how to

save, 271, 25%


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5.4.3 Key reasons for irrelevance of topics covered

Chart 17: Reasons for irrelevance of topics covered

Reasons for topical irrelevance

10

14

109

6

0

2

4

6

8

10

12

14

16

Was notenlightened as

such

Things discussedw ere not

appropriate to my

situation

No relevatsolutions given to

improve my

situation

Nothing muchw as added to

w hat I already

know

Other reason

No.

ofrespondents


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5.4.4 How adequately topics were covered

Chart 18: How topics were adequately covered

How adequately topics were tackled

0

50

100

150

200

250

300

350

400

450

No.

ofr

espondents


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Chart 18 above shows a summary of how adequately the different topical areas were covered.

Given Chart 18 above and table 18 below: Income generating activities; why people should save(benefits); community saving habits; what saving is all about; where people should save; anddangers of not saving, were more adequately covered than other areas.

Table 18: Adequately covered

Topical issues Total Adequately CoveredIncome generating activities 424 287

Why people should save (Benefits) 397 259

Community saving habits 414 233

What saving is all about 364 207

Where people should save 386 206

Dangers of not saving 354 206

Saving as a solution to poverty alleviation 361 200

Ways of saving 380 195

Saving vs. Borrowing 376 186

How people should spend their money 365 182

Why people dont save 389 176

Safety & security of money 361 158

Why people should save in financial institutions 365 147

Types of financial institutions 353 142

Why people dont save in financial institutions 348 126

Table 19 below shows areas not well covered in the programs. The top ones include: Whypeople dont save in financial institutions; safety & security of money; types of financialinstitutions; and why people should save in financial institutions

Table 19: Topics not adequately covered

Topical issues Total

Not adequately

coveredWhy people dont save in financial institutions 348 85

Safety & security of money 361 77

Types of financial institutions 353 77

Why people should save in financial institutions 365 73

Ways of saving 380 64

Why people dont save 389 59

Saving as a solution to poverty alleviation 361 58

Where people should save 386 49

Community saving habits 414 45

How people should spend their money 365 45

Saving vs. Borrowing 376 45

What saving is all about 364 39

Dangers of not saving 354 36

Income generating activities 424 28

Why people should save (Benefits) 397 11


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5.4.5 Topical issues that need to be reviewed or revisited in future programs

Table 20: Topics for review or revisitingTopics which should be reviewed/revisited in future

programs

Topical Issues Total

Income generating activities 227

Community saving habits 169

Why people should save (Benefits) 138Saving as a solution to poverty alleviation 124

Ways of saving 121

Saving vs. Borrowing 117

How people should spend their money 108

Why people dont save 107

Safety & security of money 106

Where people should save 103

Why people should save in financial institutions 99

Types of financial institutions 96

What saving is all about 90

Why people dont save in financial institutions 89

Dangers of not saving 74

Some areas that need to be covered include:a) More about interest ratesb) How to access loansc) Banking procedures and more clearly on requirements for opening an accountd) Who to approach about savingse) Why cash withdrawals are restricted for those who have money in financial

institutions why cant they get what they want when they wantf) To differentiate between genuine financial institutions and fake ones to minimize

cheating of the public.


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5.4.6 Satisfaction with presentation style of radio programs promoting SavingsCulture

About 49% of the respondents were very satisfied with the style of presentation of the radioprograms. About 10% were neither satisfied nor dissatisfied. About 4% were not satisfied.

Chart 19: Satisfaction with presentation style

How satisfied were you with presentation style of the program?

Base:419

49.4

37.2

9.8

3.6

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Very satisfied Quite satisfied Neutral Not satisfied

Percent


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Chart 20 below shows a number of reasons for satisfaction with presentation style. None of themclearly stands out as the main reason. The scores are close to each other. Reasons were that:Programs were very interactive (22%); Information given was well researched (18%);Guests/presenters were confident (19%); Programs flow well (18%); and Production and contentwere good (21%).

Chart 20: Reasons for satisfaction with style of presentation

Reasons for satisfaction with presentation style

Program flow s w ell,230, 18%

Guests/presenters are

confident, 241, 19%

Info given w ell-

researched, 230, 18%

Very interactive, 268,

22%

Other, 29, 2%Good program

production/content,

257, 21%

Chart 21: Reasons for dissatisfaction with style of presentation

Reasons given for disatisfaction with presentation style

Little time left for

callers, 23, 34%

Other, , 0%

Discussion of

irrelevant issues, 2,

3%

Issues presented

are not w ell

researched, 4, 6%

Time given to

program is not

enough, 15, 23%Some issues w ere

left out, 7, 11%

Time for program is

not convenient, 6,

9%

Adverts in program

seen as

interruptions, 5, 8%

Using technical

jargon, 4, 6%

Given the small number of respondents who were not satisfied (about 25); there were someindications of dissatisfaction. Chart 21 above shows some of the reasons. What can beconsidered significant in this case is connected to limited time given to the programs. For


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example 34% of that number said Little time is left for callers while 23% of that number saidTime given to program is not enough.

5.4.7 Accuracy of information in the radio programs

Chart 22: Accuracy of information in the radio programs

How accurate was info presented in the radio programs?

Base: 392

Not accurate

2%

Very accurate

49%

Quite accurate

49%

Table 21: Reasons given for accuracy of informationReasons given for Accuracy of information

Reasons No. of respondents

Issues addressed are very practical/applicable 339

Issues addressed were directly affecting me 327

Issues were well-researched 226

Other 33

Table 22: Reasons given for accuracy of information

Reasons why information was deemed inaccurate

Reason No. of respondents

Issues discussed were not consistent 9

Missed the point in addressing the real issues 6

Issues were mixed up 6

Not well-researched 3

Other 2

The reasons pointed out for inaccuracy of information in table 22 were not of much statisticalsignificance, but can be considered in making sure that whatever information is presented,efforts to avoid such situations should reinforced.


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5.4.8 Preferred mode of presentation

As table 23 illustrates, majority (27.5%) prefer a combination of Pre-recorded field programs; In-studio discussion with invited guests and Phone in.Table 23: Preferred mode of presentation

Preferred mode of presentation

Frequency Percent

Combination of the all 114 27.5

Pre-recorded field programs 87 21.0

Combination of pre-recorded field programs & in-studio discussion 71 17.1

Combination of pre-recorded & phone in 54 13.0

In-studio discussion with invited guests 46 11.1

Combination of in-studio discussion & phone-in 34 8.2

Phone in 8 1.9

Total 414 100

5.4.9 Preferred attributes of resource people on the radio programs

About 47% of the respondents were satisfied with resource peoples work.

Chart 23: How satisfied with resource people

How satisfied are you with resource people in the

programs?Base:405

0.0

10.0

20.0

30.0

40.0

50.0

Series1 46.7 42.2 9.1 2.0

Very satisf ied Quite satisf ied Neutral Not satisf ied


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Chart 24 clearly demonstrates that preferred attributes entail the following: Successful people insmall businesses; Finance professionals who are very experienced and people with high levelmicro finance expertise.

Chart 24: Preferred attributes of resource people

Preffered attributes of resource people

182

228 227

101 96 95

61

169 175

15

0

50

100

150

200

250

Fina

ncialExpertsfromMFIs

Exp

eriencedfinance

professionals

Peo

plewithsuccessstories

OfficialsfromtheMinistryof

Finance

NGOsdealinginmoneymatters

Fina

ncialExtensionWorkers

(FEWs)

DistrictCommercialOfficers

LoanOfficers

Man

agersofSACCOsandother

financialinstitutions

Other

No.o

frespondents

5.4.10 Suggestions on how the Savings Culture radio programs can be

improved

Table 24: Suggestions for improving radio programsSuggestions for improving radio programs

Suggestions No. of responses

More sensitization to increase awareness 330Host more experienced experts 212Use of Local language should of prime importance 198More time should be allocated for program 192Make programs more interactive 187Use simpler language 174Questions should be adequately tackled 162

Discuss more relevant issues 147Other 43


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5.5 Application of ideas from Radio Programs promoting Savings Culture

The main objective of the program was to disseminate information to people who earn anincome, operate a small business or involved in farming as a business. It was envisaged thatknowledge acquired would be applied to help in enhancing peoples saving habits. Below arevarious areas concerning effectiveness and application.

5.5.1 Effectiveness of the radio programs on Savings Culture

Chart 25: Effectiveness of the radio programs on Savings Culture

How effective have programs been to your personal life or

business? Base: 427

44.5

39.3

12.6

3.5

0.0

5.0

10.0

15.0

20.0

25.030.0

35.0

40.0

45.0

50.0

Very effective Reasonably

effective

A bout av erage Not ef fectiv e

Percen

t

Below are some quotes on radio program effectiveness as a testimony:

I have gained knowledge that has prepared me for saving; I have set aside a portion of myincome on which I can fall back on in case of a problem. I have put more money in my chickenbusiness which doing fairly well. I also managed to buy a bicycle sometime back. (Male 25-35farmer in Alerei village, Gweri sub-county, Soroti)

I have seen improvement in family welfare. I bought bulls for ploughing and spare parts for mybicycle repair business (Male 51+, small business operator Obule village, Asuret sub-county,Soroti)

Business stability has been achieved because of ideas aired on radio (Male 25-30 saloon

operator Soroti Town)

On the other extremeWell I have listened to the programs but they have not been of any importance to menothing

much has changed (Female 36-40, farmer Amusia village, Gweri Soroti)


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5.5.2 Level of Listeners savings before commencement of radio program and after

Chart 26: Level of saving before and after listening to Savings Culture program

Compared with period before you heard the program and currently, you

would say .... Base: 390

64.6

3.6

17.214.6

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

Saving more Saving less Saving more or less

the same

Have not started

saving

Percent

5.5.3 How ideas or knowledge from radio programs was applied to enhancesavings habits

Chart 26 above demonstrates that people are saving more after listening to the programs (65%)while 17% maintained their habits regardless of the radio programs. About 15% have not yetstarted saving. Table 25 shows actions taken to enhance saving habits. Top ones include:saving more than before; developed more strict savings regime; knowing how to go about it andsharing ideas with other people; and encouraging others to save.

Table 25: Actions taken to enhance saving habitsActions taken to enhance saving habits No. of responses

Saving more than before 239

Developed more strict savings regime 218

Now know how to go about it 180

Have encouraged others to save 146

Shared ideas with colleagues to start saving schemes 92

Opened an account with a financial institution 69

Planning to start saving regularly 68

Have approached financial institution 53

No action yet 47

Other 8

Below are some testimonies:The information I obtained from the radio has motivated me to join a savings group withcolleagues in my village. I used to save some little money and kept it at home, but now I try tosave regularly in the group. (Male 41-45, farmer in Gweri County, Soroti)

I opened an account, I now feel more secure in case of a problem. I feel good that my money isin safe custody. (Female 18-24, income earner in Eneku village in Soroti)


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5.5.4 Beneficial aspects from the radio programs

The most beneficial aspects of the radio programs were: Income generating activities; whypeople should save; community saving habits; ways of saving; where people should save; andsaving as a solution to poverty alleviation.

Table 26: Beneficial aspects from the radio programs

What aspects of radio programs promoting savings culture were beneficial to you?

Aspects No. of responses

Income generating activities 285

Why people should save 258

Community saving habits 186

Ways of saving 117

Where people should save 116

Saving as a solution to poverty alleviation 108

How people should spend their money 97

Saving vs. borrowing 91

Dangers of not borrowing 91

What saving is all about 88

Why people dont save 83Safety and security of money 69

Why people should save in financial institutions 68

Why people cant save in financial institutions 55

Types of financial institutions 53


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5.5.5 Assessment of different aspects of the radio programs

A number of issues were raised on savings promotion radio programs listeners had heard. Statemelined up for agreement or disagreement. The figure below gives a summary.

Chart 27: Agreement on statements on savings promotion programs

Agreement on Statements on Savings Programs

89.2

73.4

71.6

85.4

60.5

49.3

63.1

62

50.1

0% 20% 40% 60%

The program co ntent was sensitive and useful to your perso nal or business needs

Questio ns and iss ues raised by callers were well handled and relevant

Questions and issues prov ided solutions t o c hallenges of your personal/business savings needs

Co ntent was info rmative and educative

A dvise given is easily applicable

Practice and value of savings as put o n radio was widely understo od

You would co nsider applying most of the knowledge obtained

Benefits from advice in prgrams is beliveable and realistic

Pro grams pos itively promo ted and addressed financial security of rural M SEs, farmers and public

Agree Neutral Disagree


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ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report

Chart 27 demonstrates that there is a high level of agreement to the following statements The proguseful to your personal or business needs (89%); Content was informative and educative (85%);callers were well handled and relevant (74%); and Questions and issues (discussed) providedpersonal/business savings needs (72%) while on the other hand statements such as Practice andwas widely understood (49%). Overall, all statements were agr


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5.5.6 Likelihood of improving savings habits as a result of listening to the radioprograms

Chart 28: Likelihood of improving saving habits after radio programs

Likelihood of improvem ent of saving habits after lessons from radio

programs Base: 425

34.6

47.1

9.6

0.9

7.8

0.0

5.010.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

Very certain High chance Low chance No chance Not sure

Below are some quotes to confirm likelihood to improve savings habits

The information on savings culture has inspired me a lot, I am planning to start just after my boycompletes school. (Female 36-40, income earner in Gweri, Soroti)

I am planning to start saving soon. I am going to tell others to start saving too (Female 18-24,income earner in Gweri, Soroti)


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5.6 General Issues

5.6.1 Use of radio as a tool or medium for promoting/developing savings cultureand micro finance industry activities

Chart 29: Recommending use of radio

Would you recommend use of radio in development of microfinance &

promotion of savings culture? Base:426

73.6

19.6

1.94.9

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

Strongly recommend Somew hat recommend Might or might not Will not recommend

Percent

5.6.2 Reasons for using radio

Chart 30: Reasons for using of radio

Reasons for using radio

Wide coverage/mass

media advantage

25%

Radios are aff ordable

15%

More convenient ro use

radio, cheaper to send

or receive information

17%

Radio is easily

accessible

16%

Allow ance for easy

interaction

10%

Information is easily

passed on w ith radio

16%

Other

1%


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5.6.3 Reasons for not recommending the use of radio for promoting savingsculture

Preference for training seminars/workshops

Door to door sensitization using Financial Extension Workers

Not all people have radios

Batteries are expensive

I am too mobile to move around with my radio I have no time to listen to radio

Some statements made by some respondents on using other approaches apart from radio:

I think it is better to organize seminars at village levels, in this way we feel it is part of us andwould be more ready to take action.. (Male 31-35, small business operator, Burabira, Kabale)

Door to door sensitization in communities in my view would impart knowledge more effectivelythan radio. For example many women are so busy to listen to radio (Female 41-45, smallbusiness operator tailor in Asuret Soroti)

5.6.4 General comments radio programs promoting savings culture

Quotes on how savings are made

We would rather save our money in village groups because we are fed up with thesenew micro finance institutions. You cannot trust them. (Male 25 -30,farmer, BwizibweraMbarara)

Some of these MFIs have been a major disappointment. A good number of people haveinvested/saved in wrong places or financial institutions only ending up loosing all their

money. These institutions exploit ignorance of the people and cheat them. People need toknow which are genuine and those that are not. (Female 41-45, small business operator,Rwebikona Mbarara)

I bought land at 800,000/= from my savings (Male 41-45, income earner, BwizibweraMbarara

Quotes on effectiveness of programs

I have gained knowledge that has prepared me for saving, I have set aside a portion ofmy income on which I can fall back on in case of a problem. I have put more money in my

chicken business which doing fairly well. I also managed to buy a bicycle sometime back.(Male 25-35 farmer in Alerei village, Gweri sub-county, Soroti) I have seen improvement in family welfare. I bought bulls for ploughing and spare parts

for my bicycle repair business (Male 51+, small business operator Obule village, Asuretsub-county, Soroti)

Business stability has been achieved because of ideas aired on radio (Male 25-30saloon operator Soroti Town)


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The other extreme Well I have listened to the programs but they have not been of anyimportance to menothing much has changed (Female 36-40, farmer Amusia village,Gweri Soroti)

Quotes on improved savings habits

The information I obtained from the radio has motivated me to join a savings group withcolleagues in my village. I used to save some little money and kept it at home, but now I

try to save regularly in the group. (Male 41-45, farmer in Gweri County, Soroti) I opened an account, I now feel more secure in case of a problem. I feel good that my

money is in safe custody. (Female 18-24, income earner in Eneku village in Soroti) I am saving more than I used toFemale 18-24 salary earner, Nebbi) Am beginning to save more after the program (Female 31-35 salary earner, Nebbi) I have approached Centenary Bank and opened an account after listening to the

program (Female 41-45 farmer, Patek Nebbi) It has helped me to save other than spend carelessly (Male 25-30, salary earner, Arua)

Quotes on Reasons given for using other means and not radio

I think it is better to organize seminars at village levels, in this way we feel it is part of usand would be more ready to take action.. (Male 31-35, small business operator, Burabira,Kabale)

Door to door sensitization in communities in my view would impart knowledge moreeffectively than radio. For example many women are so busy to listen to radio (Female41-45, small business operator tailor in Asuret Soroti)

Little impact is realized through radio, door to door sensitization by field workers wouldhave more impact (Male 36-40 salary earner, Peera Nebbi)

Quotes on likelihood to improve savings habits

The information on savings culture has inspired me a lot, I am planning to start just aftermy boy completes school. (Female 36-40, income earner in Gweri, Soroti)

I am planning to start saving soon. I am going to tell others to start saving too (Female18-24, income earner in Gweri, Soroti)

The radio program has prompted me to plan for personal savings (Male 25-30, salaryearner teacher, Nyaravur)

Quotes on general impact (*Before/After)

I now enjoy seeing myself keeping (saving) money that is making my saving life easyand I can plan for bigger things. (Male 25-30, income earner, Arua Municipality)

I have saved quite a Lumpsum of money as compared to when I had not heard anyinformation in the program (Male over 51 years, income earner, Arua Municipality)

I have done a lot of things with the money I used to spend unnecessarily and reduced onmy drinking habits (Male 31-35 small business operator, Maracha Arua) this iscontrolled expenditure


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It has been beneficial to me by the fact that it enabled me to save more money for futureuse (Male 36-40, income earner, Arua Municipality)

It has become easier for me to save because now I understand how important it is tosave (Male 18-24, salary earner, Arua Municipality)

It has made me realize the importance of savings and that is why I am now savingregularly (Female 31-35 salary earner, Arua Municipality)

Because of improving savings habits as learnt from radio, my standard of living ischanging for the better and I am more financially stable to meet household needs likeschool fees for my children. (Male 41-45 Farmer, Arua Municipality)

It encouraged me to go to and bank my money..(Male 41-45, salary earner, MarachaArua)

I am now saving more money than I used to do (Female 36-40 small business operator,Maracha)

I am now planning to open an account with a big bank and start saving regularly (Maleover 51 years farmer, Maracha)

Saving has helped me pay back a loan I got from the bank (Female 31-35 salary earner,Arua Municipality)

It has provided me with the best source of accurate information when stuck tocontinuously I will make greater progress (Male over 51 years farmer, Maracha)

I am now fully aware of the dangers of not saving (Female 31-35 small businessoperator, Nebbi)

I have plans to start saving with bigger financial institutions because of guaranteedsecurity (Female 18-24 small business operator, Nebbi)

Better savings habits have enabled me to start a saloon business as well as a phoneservices (Male 25-30 small business operator, Pakwach)


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I have bought land for construction of my house (Female 36-40, small businessoperator, Tororo)

I managed to buy a fridge from my savings (Female 31-35 small business operator soft drinks seller, Mukuju Tororo)

Quotes for Improvement Suggestions

The frequency of the radio program should be increased so that more impact is created(Male 18-24 small business operator, Arua Municipality)

Radio programs promoting savings culture should continue because it will help thosewho are not fully aware (Female 25-30 small business operator, Agwok Nebbi)

More issues about how to secure a loan should be discussed in the program (Male 31-35 farmer, Solia Nebbi)

Improved livelihood/businesses

I have managed to build a residential house for myself (Female 31-35, small businessoperator, Lutengo Tororo)

My children are receiving a better education because I am able to pay school fees fromsavings I make (Female 31-35 farmer, Pogoya Tororo)

My business is now bigger than it was before (Female 18-24 small businessoperator, Muhanga Kabale)

I have realized growth in my business. Acquired more assets i.e. motorbikesas aresult of better saving habits (Male 36-40 business operator, Kabale)

Savings I made helped me when my properties were destroyed. (Female 41-45farmer, Bwizibwera Mbarara)


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6 Concluding statements and recommendations

9) Efforts should directed towards strengthening of coverage of some topics like: Whypeople dont save in financial institutions; Safety & security of money ; Types of financialinstitutions and Why people should save in financial institutions

10) Listeners would like to hear more from the following topics: Income generating activities;Community saving habits; Why people should save (Benefits); Saving as a solution to

poverty alleviation; Ways of saving; and Saving vs. Borrowing11) There is need to continually use radio to encourage people to save in financial institutionsthat are well established and genuine.

12) There is need to encourage people to save for reasons of either starting a business orexpanding one as opposed to saving for only emergencies. Investing money that hasbeen saved would ensure some form of sustainability as constant returns will be expectedwith time.

13) In order to encourage sustained savings, the radio programs should endeavor addressissues of budgeting in order to control expenditures.

14) There is also need to increase awareness of radio programs promoting savings culture.This can be done through door to door sensitization or workshops at village level.

15) It is also important to invite successful people especially business people to the radioprograms. This would act as a source of inspiration. This can be successful if personsinvited can be identified with the people.

16) There is need to provide more air time for radio programs promoting savings culture. Thiscan be done either by adding more program time or have the programs run at least twicea week.


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AppendicesI. Detailed statistical data from the assessment (Disaggregated)

Arua District/Radio PacisAge

Frequency Percent Valid PercentCumulative

Percent

18-24 31 28.2 28.4 28.425-30 35 31.8 32.1 60.6

31-35 14 12.7 12.8 73.4

36-40 12 10.9 11.0 84.4

41-45 9 8.2 8.3 92.7

46-50 3 2.7 2.8 95.4

Over 51years

5 4.5 4.6 100.0

Valid

Total 109 99.1 100.0

Missing System 1 .9

Total 110 100.0

Gender


Percent

Male 57 51.8 51.8 51.8

Female 53 48.2 48.2 100.0

Valid

Total 110 100.0 100.0

Main Category


Percent

Farmer in agrobusiness

19 17.3 17.3 17.3

Income earner(with disposableincome)

56 50.9 50.9 68.2

Small businessowner/operator 35 31.8 31.8 100.0

Valid

Total 110 100.0 100.0

Have you heard of a radio program "Manyangua" promoting "Savings Culture"?


Percent

Yes 42 38.2 38.2 38.2No 68 61.8 61.8 100.0

Valid

Total 110 100.0 100.0

Have you listened to one such program on radio?


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Percent

Yes 40 36.4 95.2 95.2

No 2 1.8 4.8 100.0

Valid

Total 42 38.2 100.0

Missing System 68 61.8

Total 110 100.0

On which radio station have you listened to the program on?


Percent

70 63.6 63.6 63.6

RadioPacis

40 36.4 36.4 100.0

Valid

Total 110 100.0 100.0

Gulu District/Mega FM

Gender


Percent

Male 44 41.9 41.9 41.9

Female 61 58.1 58.1 100.0

Valid

Total 105 100.0 100.0

Age


Percent

18-24 31 29.5 29.5 29.5

25-30 27 25.7 25.7 55.2

31-35 18 17.1 17.1 72.4

36-40 8 7.6 7.6 80.0

41-45 9 8.6 8.6 88.6

46-50 7 6.7 6.7 95.2

Over 51years

5 4.8 4.8 100.0

Valid

Total 105 100.0 100.0

Main Category


Percent


4 3.8 3.8 3.8


50 47.6 47.6 51.4


Valid

Total 105 100.0 100.0

Have you heard of a radio program "Yiko Oywelo (Biacara)" promoting "Savings Culture"?


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Percent

Yes 42 40.0 40.0 40.0

No 63 60.0 60.0 100.0

Valid

Total 105 100.0 100.0


Frequency Percent Valid Percent CumulativePercent

Yes 29 27.6 70.7 70.7

No 12 11.4 29.3 100.0

Valid

Total 41 39.0 100.0


Total 105 100.0

On which radio station have you listened to the program on?


Percent

75 71.4 71.4 71.4King FM 4 3.8 3.8 75.2

MegaFM

26 24.8 24.8 100.0

Valid

Total 105 100.0 100.0

Kabale District/Radio West

Gender


Percent

Male 50 47.2 47.2 47.2

Female 56 52.8 52.8 100.0

Valid

Total 106 100.0 100.0

Age


Percent

18-24 27 25.5 25.5 25.5

25-30 26 24.5 24.5 50.0

31-35 10 9.4 9.4 59.4

36-40 11 10.4 10.4 69.8

41-45 13 12.3 12.3 82.146-50 6 5.7 5.7 87.7

Over 51years

13 12.3 12.3 100.0

Valid

Total 106 100.0 100.0

Main Category


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Percent

18-24 26 17.3 17.4 17.4

25-30 45 30.0 30.2 47.7

31-35 19 12.7 12.8 60.4

36-40 18 12.0 12.1 72.5

41-45 14 9.3 9.4 81.9

46-50 16 10.7 10.7 92.6

Over 51years

11 7.3 7.4 100.0

Valid

Total 149 99.3 100.0

Missing System 1 .7

Total 150 100.0

Main Category


Percent


25 16.7 16.8 16.8


47 31.3 31.5 48.3


Valid

Total 149 99.3 100.0

Missing System 1 .7

Total 150 100.0

Have you heard of a radio program "Eyeterekera: promoting "Savings Culture"?


Percent

Yes 55 36.7 36.7 36.7

No 95 63.3 63.3 100.0

Valid

Total 150 100.0 100.0



Percent

Yes 39 26.0 72.2 72.2

No15 10.0 27.8 100.0

Valid

Total 54 36.0 100.0


Total 150 100.0


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On which radio station have you listened the program on?


Percent

112 74.7 74.7 74.7

CBS 34 22.7 22.7 97.3

Simba 2 1.3 1.3 98.7

Super 2 1.3 1.3 100.0

Valid

Total 150 100.0 100.0

Mbarara District/Radio West

Gender


Percent

Male 58 46.4 46.4 46.4

Female 67 53.6 53.6 100.0

Valid

Total 125 100.0 100.0

Age


Percent

18-24 20 16.0 16.1 16.1

25-30 40 32.0 32.3 48.4

31-35 21 16.8 16.9 65.3

36-40 17 13.6 13.7 79.0

41-45 9 7.2 7.3 86.3

46-50 11 8.8 8.9 95.2

Over 51years

6 4.8 4.8 100.0

Valid

Total 124 99.2 100.0

Missing System 1 .8

Total 125 100.0

Main Category


Percent

Farmer in agrobusiness 20 16.0 16.1 16.1Income earner(with disposableincome)

39 31.2 31.5 47.6


Valid

Total 124 99.2 100.0

Missing System 1 .8

Total 125 100.0


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Have you heard of a radio program "Bikiira Nyentsya" promoting "Savings Culture"?


Percent

Yes 92 73.6 73.6 73.6

No 33 26.4 26.4 100.0

Valid

Total 125 100.0 100.0

Have you listened to o

final report for rural speed radio programs impact assessment_ian nkata_uganda

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