Professional Documents
Culture Documents
October 2007
Prepared by:
Ian K. Nkata
Media and Market Research Consultant
P.O. Box 16003
Kampala
Uganda
Telephone: +256 772 400 717
Email: ian.nkata@gmail.com
Table of Contents
FIT-SEMA Small Enterprise Media in Africa Project 1
Chart 22: Accuracy of information in the radio programs 4
Chart 23: How satisfied with resource people 4
Chart 24: Preferred attributes of resource people 4
1 Introduction 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 11
5.1.1 Gender of respondents 11
5.1.2 Age of respondents 12
5.1.3 Main source of income 12
5.1.4 Categories of respondents 13
5.2 Saving habits 14
5.2.1 Do you save? 14
5.2.2 Frequency of saving 14
5.2.3 Average amount of money saved in given period 15
5.2.4 Proportion saved 16
5.2.5 Mode of saving 17
5.2.6 Key reasons for saving 18
5.2.7 Decision making for savings 18
5.2.8 Problems faced when saving 18
5.2.9 Key reasons for inability to save 19
5.3 Awareness of Radio Programs promoting “Savings Culture” 20
5.3.1 Program awareness and listenership to radio programs on savings culture 20
5.3.2 Radio station on which programs were listened to 21
5.3.3 Frequency of listening to radio programs promoting “Savings Culture” 24
Chart 13: Frequency of listening to radio programs promoting “Savings Culture” 24
5.3.4 Sources of information on savings and micro finance before radio programs on Savings 26
One 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. 26
Chart 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 27
5.4 Program Content and Delivery and Delivery 28
5.4.1 Relevance of topics or issues covered in radio programs on “Savings Culture” 28
5.4.2 Key reasons for topical relevance 28
5.4.3 Key reasons for irrelevance of topics covered 29
5.4.4 How adequately topics were covered 30
5.4.5 Topical issues that need to be reviewed or revisited in future programs 32
5.4.6 Satisfaction with presentation style of radio programs promoting “Savings Culture” 33
5.4.7 Accuracy of information in the radio programs 35
Chart 22: Accuracy of information in the radio programs 35
5.4.8 Preferred mode of presentation 36
Appendices
LIST OF TABLES
Table 1: Average amount savings
Table 2: Mode saving
Table 3: Reasons for saving
Table 4: Decision making on savings
Table 5: Key reasons for inability to save
Table 6: Akandala
Table7: Deru Para
Table 8: Manyangua
Table 9: Bikiira Nyentsya
Table 10: Bikiira Nyentsya
Table 11: Eyeterekera
Table 12: Kano Lim/Akiba Aihozi
Table 13: Yiko Oywelo (Biacara)
Table 14: Comparison between awareness and listenership
Table 15: Number of times program was listened to
Table 16: Number of times promotional adverts were heard
Table 17: Organizations to which radio programs are associated
Table 18: Adequately covered
Table 19: Topics not adequately covered
Table 20: Topics for review or revisiting
Table 21: Reasons given for accuracy of information
Table 22: Reasons given for accuracy of information
Table 23: Preferred mode of presentation
Table 24: Suggestions for improving radio programs
ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 3
Table 25: Actions taken to enhance saving habits
Table 26: Beneficial aspects from the radio programs
LIST OF CHARTS
Chart 1: Gender of Respondents
Chart 2: Age of respondents
Chart 3: Main Source of income
Chart 4: Categories of respondents
Chart 5: Do you save on a regular basis?
Chart 6: Frequency of saving
Chart 7: Proportion saved
Chart 8: Percentage of incomes saved
Chart 9: Main challenges faced when saving
Chart 10: Awareness of radio programs promoting savings culture
Chart 11: Listening to the program
Chart 12: Comparison between awareness and listenership
Chart 13: Frequency of listening to radio programs promoting “Savings Culture”
Chart 14: Sources of information on savings and micro finance before radio programs on Savings
Chart 15: Relevance of topics covered
Chart 16: Reasons for relevance of topics covered
Chart 17: Reasons for irrelevance of topics covered
Chart 18: How topics were adequately covered
Chart 20: Reasons for satisfaction with style of presentation
Chart 21: Reasons for dissatisfaction with style of presentation
ILO FIT-SEMA in partnership with Rural SPEED, a USAID Funded Project have supported radio
programs 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 agro
business, 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 promoting
savings culture. The radio programs are more associated with Uganda Micro Finance Forum
and Rural SPEED than any other organization. Over 50 % of the respondents found the topics
discussed to be very relevant while topics like Income generating activities; why people should
save (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 respondents
said that programs were effective in their personal or business lives. Some identified areas that
need to be covered include: More about interest rates; How to access loans; Banking
procedures and more clearly on requirements for opening an account; Who to approach about
savings; Why cash withdrawals are restricted and to help people differentiate between genuine
financial institutions and fake ones to minimize cheating of the public. Things that need to be
done to improve the radio programs include:
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 partnership
aimed at developing a win-win working arrangement among the industry stakeholders on the
one hand and radios on the other, so that relevant information is delivered to the audience with
the desired effect, and the communication objectives of those participating in this sponsorship is
achieved.
ILO FIT-SEMA project works with radio stations to enable the flow of information targeting rural
micro and small enterprises. The project works with radio stations in establishing business
programs that act as a platform for providing information, debates and dialogue aimed at
enabling 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 practice
becomes part of people’s lives to manage incomes for the benefit of their households and the
economic activities in the medium to long term.
a) To enhance understanding of the importance, value, and the required practices to make
savings a long term and valued practice among rural MSEs and farmers.
b) To enhance awareness among rural MSEs and farmers of the different roles
stakeholders (particularly service providers) can play in establishing a savings culture
over the medium to long term
c) To enhance dialogue among all stakeholders in the industry on issues regarding
savings using radio as an accessible and sustainable platform
d) To demonstrate campaign benefits for sponsors, advertisers and organisations that
participated on the programs
ILO FIT-SEMA and Rural SPEED decided to hire a consultant to assess the impact of the radio
programs in the respective broadcast areas and districts.1 Lessons from the assessment, it was
envisaged, would be used to improve future interventions/programs and to also encourage other
stakeholders to come on board to support these initiatives. This report therefore presents the
findings of the assessment and it also outlines recommendations for improving radio programs
promoting “savings culture”.
• To assess awareness of the Radio Programs Promoting the Rural Savings Culture
• To assess the relevance of program content
1
Districts covered were Soroti, Nebbi, Arua, Gulu, Tororo, Kabale, Mbarara and Kampala.
ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 7
• 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 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 with
sampling, survey tools, data collection and analysis techniques.
a) Meeting with ILO FIT-SEMA and Rural SPEED officials to ensure that issues raised in the
proposal were in line with their needs.
b) Designing the questionnaire in consultation with ILO FIT-SEMA and Rural SPEED
officials.
c) Training interviewers and supervisors in preparing them for the assignment. During the
training, the draft questionnaire was reviewed so that interviewers would familiarize with it
before commencement of fieldwork. In the same meeting the main goal of the impact
assessment was communicated to them as part of the preparation process. Issues
addressed in the training were:
The supervisors, who the led the various teams, were given a special session to outline
what 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 in
directing field operations. The guideline document appears in appendix V.
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 public
especially those have a disposable income (earn a regular income) in one way or another. The
ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 8
respondents interviewed were found in districts within broadcast areas of the radio stations on
which 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% of
the sample be farmers in agro-business; 50% medium and small enterprise owners and
operators and 35% general public especially those have a disposable income (earn a regular
income). The sample was randomly drawn from the eight districts using a combination of
techniques because of the complexity of the target respondents. Techniques applied included
systematic random sampling technique and judgmental technique.
The systematic random technique was applied as follows: every 4th subject was chosen for an
interview following the left hand rule. The researcher randomly choose the 1st subject for an
interview and after the interview the research then counted up to 4 and the next 4th subject was
interviewed and so on. This is what is called the skip interval. This was used mainly in the case
of households in a given area and in public places. This was done as long as the chosen subject
fitted into the target respondents. If subject was found not applicable, then the next was chosen
following the same pattern. Judgmental sampling technique was applied in a situation where the
researcher drew a representative sample based on personal judgment that is the subject is
characteristic of the population under study. These were entrepreneurs (i.e. MSE owners and/or
operators 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 gender
considerations. The supervisors ensured compliance to set rules and guidelines. Survey
locations were followed as planned. A list of locations and survey routes appear in the
appendix).
A detailed structured questionnaire was used to collect data through face to face interviews. The
questionnaire2 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 were
speakers of local languages i.e. Luo, Lugbar, Alur, Jophadola, Ateso, Rukiga, Luganda and
Runyankore. This was done to minimize any shortcomings during the interviews in case the
interviewers were unable to express themselves in the respective local languages. The research
assistants were encouraged to translate questions, where necessary, without distorting their
meanings.
Given that the assessment covered three regions (8 districts), the data collection process was
managed as described below:
a) Eight teams of various sizes were formed. Some had 3 and others had 4 while one had
5 research assistants3 depending on where they are going. Each team was inclusive of
2
The final questionnaire draft was accepted by officials from FIT-SEMA and Rural SPEED. All salient issues were covered accordingly before
the assessment.
ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 9
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 their
responsibilities well stipulated in a supervisor’s guideline document. (See a detailed
copy in the appendix V). Their main areas of focus were guiding the team, quality
assurance, general supervision and progress reporting to the consultant.
c) The consultant was in constant touch with the supervisors to see to it that work was
proceeding as planned. The consultant visited some research sites to do spot checks
on some teams and took some photographs of field work being undertaken.
Data in the questionnaires were edited and checked to ensure completeness, clarity and
consistency of the responses. Most of the data collected was quantitative in nature. The
quantitative data was captured into SPSS for windows (Version 12.0) for initial processing. For
further analysis and manipulation, the processed data was exported into MS Excel. The findings
are summarized into frequency tables, graphs and cross tabulations which are presented in
Chapter 5.
The questionnaires were also characterized by some open-ended questions which required the
respondents to freely respond. These were analyzed by organizing the responses into coherent
categories which were counted for purposes of ranking, and some were coded for further
analysis. 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 these
challenges 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 was
concerned with radio programs promoting savings and that the teams were not
representing financial institutions from which they expect money within the framework of
“Prosperity for all” programme.
• Some listeners would recall the amount of money they save in a given period. In this case
the respondents were encouraged to give some indicative figures.
3
Gender considerations will be made in research team composition to ensure a balance.
ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 10
• Accessing some areas especially in Soroti District was difficult due to floods that had
occurred 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 by
radio footprint appear in appendix I in disaggregated form. 4
Ge nde r
Base:901
Male
46%
Female
54%
4
This is broken down as per either radio station/program or district under study.
ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 11
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 about
30% of the total.
Age of Respondents
Base 897
35.0
29.7
30.0
25.0 21.5
20.0
15.2
15.0 12.6
9.4
10.0 6.1 5.6
5.0
0.0
18-24 25-30 31-35 36-40 41-45 46-50 Over 51
years
No response
Farming
3% Business-Retail
20%
trade
36%
Employed formally
14%
The assessment was principally directed towards farmers in agro business, small business
owners/operators and income earners. The respondents were asked to identify the category in
which they mainly fall. The figure below shows the results:
Farmer in agro
business
19%
Small business
ow ner/operator
48%
Income earner
(w ith disposable
income)
33%
The respondents were asked to indicate if they save or not. Chart 5 below indicates that at least
78% of the respondents save some money on a regular basis while 22% said they did not.
No
22%
Yes
78%
45.0 40.1
40.0
35.0
28.6
30.0
25.0
20.0 15.2
15.0
9.2
10.0 6.4
5.0
0.0
Everyday Weekly Every 2 w eeks Monthly Other (specify)
The respondents were requested to indicate the average amount of money they save in a given
period. Table 1 below shows the details. Majority save 5000/= or less (25%), while 18% save
between 5001/= and 10,000/=. Also significant is the 15% who save between 10,001 and
20,000/=. It can be concluded from this table that almost 60% of the respondents save anywhere
between 5000/= (or less) to 20,000/= in a given period.
An indication of proportion respondents was required to show what part of their incomes is
saved. Chart 7 below indicates that just over 61% save “some of it” while 13% said that they
save most of their income.
70.0
61.5
60.0
50.0
40.0
30.0 22.6
20.0 13.8
10.0
1.3
0.0
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 what
portion of their income they save in percentage terms. Chart 8 below shows that majority of the
respondents save between 1% and 10 % of their income. These account for about 33% of the
total.
Chart 8: Percentage of incomes saved
No t applicable 2.6
Over 50% 10.5
Percentage of income saved
46-50% 11.5
41-45% 4.9
36-40% 3.9
31-35% 5.1
26-30% 7.6
21-25% 9.9
16-20% 5.1
11-15% 6.0
6-10% 17.0
1-5% 16.0
0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0
Low scores on Micro Finance Institutions (MFIs) and Savings & Credits Cooperatives (SACCOS) are
explained by such comments as “We would rather save our money in village groups because we
are 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 have
invested/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 which
are genuine and those that are not.” (Female 41-45, small business operator, Rwebikona
Mbarara)
However on the other hand some people effect savings by purchasing an asset like one
respondent in Mbarara stated:
“I bought land at 800,000/= from my savings” (Male 41-45, income earner, Bwizibwera Mbarara)
Lending to non-paying
back colleagues, 123,
15%
Security /Safety, 142,
17%
Overall about 57% of the 901 respondents were aware of radio programs promoting savings
culture while 43% were not aware.
No
43%
Yes
57%
From assessing awareness levels of the radio programs, the survey went on to find out if
respondents had listened to one. Of the 511 respondents who said they were aware, 86% of
them had listened to a radio program on savings culture. See Chart 11.
No
14%
Yes
86%
Table 6: Akandala
On which radio station have you listened to the program Akandala?”
Soroti District
Frequency Percent
Non-response 30 30
Veritas 1 1
Voice of Teso 69 69
Total 100 100
Table 8: Manyangua
On which radio station have you listened to the program “Manyangua”?
Arua District
Frequency Percent
Non-response 70 63.6
Radio Pacis 40 36.4
Total 110 100
Frequency Percent
Non-response 45 42.5
Radio West 22 20.8
Voice of Kigezi 39 36.8
Total 106 100
In order to carry out a comparative analysis, the chart 12 and table 14 were developed to show
comparisons between sample taken, number of respondents aware of the programs, number of
respondents who listened to the programs and finally number of true listeners. For example in
Mbarara District, as highlighted in table 14, 125 people were interviewed. Of these, 96 were
aware of the programs. Furthermore of the 96 who were aware of the program 76 listened to
some. So of the 76, 72 actually heard it on Radio West.
160 150
140 125
120 110 106 105 105
100 100 96 No. of respondents
100
77 78 7672
80 7169 70 6867 No. of respondents aware of
6561
59 56 5453
60 program
42 4040 3938 42
3030 No. of respondents listened to
40
program
20 No. of true listeners to program
0
Bikiira Nyentsya
Nebbi District -
Mbarara District -
District/Central -
Tororo District -
Kano Lim/Akiba
Soroti District -
Kabale District -
Arua District -
Bikiira Nyentsya
Oywelo(Biacara)
Manyangua
Eyeterekera
Gulu District -
Deru Para
Akandala
Kampala
Aihozi
Yiko
Table 14: Comparison between awareness and listenership
No. of
respondents No. of true
No. of aware of No. of respondents listeners to
District/Program respondents program listened to program program
Soroti District - Akandala 100 77 71 69
Nebbi District - Deru Para 100 70 68 67
Arua District - Manyangua 110 42 40 40
Kabale District - Bikiira
Nyentsya 106 78 65 61
Mbarara District - Bikiira
Nyentsya 125 96 76 72
Kampala District/Central -
Eyeterekera 150 59 39 38
Tororo District - Kano
Lim/Akiba Aihozi 105 56 54 53
Gulu District - Yiko
Oywelo(Biacara) 105 42 30 30
In order to assess the frequency of listening to the radio programs on savings culture, the
respondents were asked to indicate how often they listened to the programs. Chart 13 below
shows how often programs were listened to.
Not sure
32%
Of the 422 respondents to this question, about 53% said that they listened to the program every
week 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 above shows that majority of respondents listened to the program from 3 to 6 times
and these account for a combined 48%. The single highest score is 17.9% for the respondents
who 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 programs
ran on each radio stations.
Deeper analysis also reveals that the average number of times promotional adverts were heard
was 8. See table 16.
One 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.
Chart 14: Sources of information on savings and micro finance before radio
programs on Savings
Low scores on road shows, billboards/posters and branded gifts as source of information on
savings and micro finance are explained by the fact that majority of the respondents were in
rural settings and did not have opportunities to be exposed to them. The sample was ratio of
65%:35%, rural to urban.
60.0
52.3
50.0 45.0
40.0
Percent
30.0
20.0
10.0
2.3
0.0
Very relevant Quite relevant Not relevant
16
14
14
12
No. of respondents
10 10
10 9
8
6
6
0
Was not Things discussed No relevat Nothing much Other reason
enlightened as w ere not solutions given to w as added to
such appropriate to my improve my w hat I already
situation situation know
450
400
350
300
Total
No. of respondents
250 Adequately
Adequately s omewhat covered
200 Not adequately covered
Not applicable
150
100
50
0
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; and
dangers of not saving, were more adequately covered than other areas.
Table 19 below shows areas not well covered in the programs. The top ones include: Why
people don’t save in financial institutions; safety & security of money; types of financial
institutions; and why people should save in financial institutions
60.0
49.4
50.0
40.0 37.2
Percent
30.0
20.0
9.8
10.0
3.6
0.0
Very satisfied Quite satisfied Neutral Not satisfied
Guests/presenters are
confident, 241, 19%
Given the small number of respondents who were not satisfied (about 25); there were some
indications of dissatisfaction. Chart 21 above shows some of the reasons. What can be
considered significant in this case is connected to limited time given to the programs. For
Not accurate
2%
Very accurate
49%
Quite accurate
49%
The reasons pointed out for inaccuracy of information in table 22 were not of much statistical
significance, but can be considered in making sure that whatever information is presented,
efforts to avoid such situations should reinforced.
About 47% of the respondents were satisfied with resource people’s work.
50.0
40.0
30.0
20.0
10.0
0.0
Very satisfied Quite satisfied Neutral Not satisfied
150
101 96 95
100
61
50
15
0
Financial Experts from MFIs
Experienced finance
Loan Officers
Other
professionals
financial institutions
Finance
(FEWs)
The main objective of the program was to disseminate information to people who earn an
income, operate a small business or involved in farming as a business. It was envisaged that
knowledge acquired would be applied to help in enhancing people’s saving habits. Below are
various areas concerning effectiveness and application.
50.0
44.5
45.0
39.3
40.0
35.0
30.0
Percent
25.0
20.0
15.0 12.6
10.0
3.5
5.0
0.0
Very effective Reasonably About average Not effective
effective
“I have gained knowledge that has prepared me for saving; I have set aside a portion of my
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, Asuret sub-county,
Soroti)
“Business stability has been achieved because of ideas aired on radio” (Male 25-30 saloon
operator Soroti Town)
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
70.0 64.6
60.0
50.0
Percent
40.0
30.0
20.0 17.2
14.6
10.0 3.6
0.0
Saving more Saving less Saving more or less Have not started
the same saving
5.5.3 How ideas or knowledge from radio programs was applied to enhance
savings 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 yet
started 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 and
sharing ideas with other people; and encouraging others to save.
“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)
The most beneficial aspects of the radio programs were: Income generating activities; why
people should save; community saving habits; ways of saving; where people should save; and
saving as a solution to poverty alleviation.
P ro grams po sitively pro mo ted and addressed financial security o f rural M SEs, farmers and public 50.1 37.0 12.9
Yo u wo uld co nsider applying mo st o f the kno wledge o btained 63.1 30.9 6.1
P ractice and value o f savings as put o n radio was widely understo od 49.3 34.7 16.0
Questio ns and issues provided so lutio ns to challenges o f yo ur perso nal/business savings needs 71.6 21.2 7.2
Questio ns and issues raised by callers were well handled and relevant 73.4 19.4 6.5
The pro gram co ntent was sensitive and useful to yo ur perso nal o r business needs 89.2 8.1 2.2
50.0 47.1
45.0
40.0 34.6
35.0
30.0
25.0
20.0
15.0 9.6
7.8
10.0
5.0 0.9
0.0
Very certain High chance Low chance No chance Not sure
“The information on savings culture has inspired me a lot, I am planning to start just after my 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” (Female 18-24,
income earner in Gweri, Soroti)
5.6 General Issues
5.6.1 Use of radio as a tool or medium for promoting/developing savings culture
and micro finance industry activities
80.0 73.6
70.0
60.0
50.0
Percent
40.0
30.0
19.6
20.0
10.0 4.9
1.9
0.0
Strongly recommend Somew hat recommend Might or might not Will not recommend
Wide coverage/mass
Information is easily Other media advantage
passed on w ith radio 1% 25%
16%
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 and
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 more effectively
than radio. For example many women are so busy to listen to radio” (Female 41-45, small
business operator –tailor in Asuret Soroti)
“We would rather save our money in village groups because we are 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 have
invested/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 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, Bwizibwera
Mbarara
“I have gained knowledge that has prepared me for saving, I have set aside a portion of
my 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, Asuret
sub-county, Soroti)
“Business stability has been achieved because of ideas aired on radio” (Male 25-30
saloon operator Soroti Town)
“The information I obtained from the radio has motivated me to join a savings group with
colleagues 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 to…”Female 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 us
and 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 more
effectively than radio. For example many women are so busy to listen to radio” (Female
41-45, small business operator –tailor in Asuret Soroti)
“Little impact is realized through radio, door to door sensitization by field workers would
have more impact” (Male 36-40 salary earner, Peera Nebbi)
“The information on savings culture has inspired me a lot, I am planning to start just after
my 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” (Female
18-24, income earner in Gweri, Soroti)
“The radio program has prompted me to plan for personal savings” (Male 25-30, salary
earner – teacher, Nyaravur)
• “I now enjoy seeing myself keeping (saving) money that is making my saving life easy
and 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 any
information …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 on
my drinking habits” (Male 31-35 small business operator, Maracha Arua) …this is
controlled expenditure
ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 46
• “It has been beneficial to me by the fact that it enabled me to save more money for future
use” (Male 36-40, income earner, Arua Municipality)
• “It has become easier for me to save because now I understand how important it is to
save” (Male 18-24, salary earner, Arua Municipality)
• “It has made me realize the importance of savings and that is why I am now saving
regularly” (Female 31-35 salary earner, Arua Municipality)
• “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” (Male
over 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 to
continuously 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 business
operator, Nebbi)
• “I have plans to start saving with bigger financial institutions because of guaranteed
security” (Female 18-24 small business operator, Nebbi)
• “Better savings habits have enabled me to start a saloon business as well as a phone
services” (Male 25-30 small business operator, Pakwach)
• “I managed to buy a fridge from my savings” (Female 31-35 small business operator –
soft drinks seller, Mukuju Tororo)
• “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 those
who 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 business
operator, Lutengo Tororo)
• “My children are receiving a better education because I am able to pay school fees from
savings I make” (Female 31-35 farmer, Pogoya Tororo)
• “My business is now bigger than it was before……” (Female 18-24 small business
operator, Muhanga Kabale)
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-24 31 28.2 28.4 28.4
25-30 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 51
5 4.5 4.6 100.0
years
Total 109 99.1 100.0
Missing System 1 .9
Total 110 100.0
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 57 51.8 51.8 51.8
Female 53 48.2 48.2 100.0
Total 110 100.0 100.0
Main Category
Cumulative
Frequency Percent Valid Percent Percent
Valid Farmer in agro
19 17.3 17.3 17.3
business
Income earner
(with disposable 56 50.9 50.9 68.2
income)
Small business
owner/operator 35 31.8 31.8 100.0
Total 110 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 42 38.2 38.2 38.2
No 68 61.8 61.8 100.0
Total 110 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid 70 63.6 63.6 63.6
Radio
40 36.4 36.4 100.0
Pacis
Total 110 100.0 100.0
Gulu District/Mega FM
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 44 41.9 41.9 41.9
Female 61 58.1 58.1 100.0
Total 105 100.0 100.0
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 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 51
5 4.8 4.8 100.0
years
Total 105 100.0 100.0
Main Category
Cumulative
Frequency Percent Valid Percent Percent
Valid Farmer in agro
4 3.8 3.8 3.8
business
Income earner
(with disposable 50 47.6 47.6 51.4
income)
Small business
owner/operator 51 48.6 48.6 100.0
Total 105 100.0 100.0
Have you heard of a radio program "Yiko Oywelo (Biacara)" promoting "Savings Culture"?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 29 27.6 70.7 70.7
No 12 11.4 29.3 100.0
Total 41 39.0 100.0
Missing System 64 61.0
Total 105 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid 75 71.4 71.4 71.4
King FM 4 3.8 3.8 75.2
Mega
26 24.8 24.8 100.0
FM
Total 105 100.0 100.0
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 50 47.2 47.2 47.2
Female 56 52.8 52.8 100.0
Total 106 100.0 100.0
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 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 82.1
46-50 6 5.7 5.7 87.7
Over 51
13 12.3 12.3 100.0
years
Total 106 100.0 100.0
Main Category
Have you heard of a radio program "Bikiira Nyentsya" promoting "Savings Culture"?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 78 73.6 73.6 73.6
No 28 26.4 26.4 100.0
Total 106 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 65 61.3 83.3 83.3
No 13 12.3 16.7 100.0
Total 78 73.6 100.0
Missing System 28 26.4
Total 106 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid 45 42.5 42.5 42.5
Radio
22 20.8 20.8 63.2
West
Voice of
39 36.8 36.8 100.0
Kigezi
Total 106 100.0 100.0
Kampala District/Central/CBS FM
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 71 47.3 47.3 47.3
Female 79 52.7 52.7 100.0
Total 150 100.0 100.0
Age
Main Category
Cumulative
Frequency Percent Valid Percent Percent
Valid Farmer in agro
25 16.7 16.8 16.8
business
Income earner
(with disposable 47 31.3 31.5 48.3
income)
Small business
owner/operator 77 51.3 51.7 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 55 36.7 36.7 36.7
No 95 63.3 63.3 100.0
Total 150 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 39 26.0 72.2 72.2
No 15 10.0 27.8 100.0
Total 54 36.0 100.0
Missing System 96 64.0
Total 150 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid 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
Total 150 100.0 100.0
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 58 46.4 46.4 46.4
Female 67 53.6 53.6 100.0
Total 125 100.0 100.0
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 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 51
6 4.8 4.8 100.0
years
Total 124 99.2 100.0
Missing System 1 .8
Total 125 100.0
Main Category
Cumulative
Frequency Percent Valid Percent Percent
Valid Farmer in agro
20 16.0 16.1 16.1
business
Income earner
(with disposable 39 31.2 31.5 47.6
income)
Small business
owner/operator 65 52.0 52.4 100.0
Total 124 99.2 100.0
Missing System 1 .8
Total 125 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 92 73.6 73.6 73.6
No 33 26.4 26.4 100.0
Total 125 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 76 60.8 81.7 81.7
No 17 13.6 18.3 100.0
Total 93 74.4 100.0
Missing System 32 25.6
Total 125 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid 50 40.0 40.0 40.0
Kinkizi 1 .8 .8 40.8
Radio
71 56.8 56.8 97.6
West
Vision 3 2.4 2.4 100.0
Total 125 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 44 44.0 44.0 44.0
Female 56 56.0 56.0 100.0
Total 100 100.0 100.0
Age
ILO FIT-SEMA, Rural SPEED Radio Programs Impact Assessment Report 56
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-24 20 20.0 20.2 20.2
25-30 28 28.0 28.3 48.5
31-35 21 21.0 21.2 69.7
36-40 17 17.0 17.2 86.9
41-45 7 7.0 7.1 93.9
46-50 5 5.0 5.1 99.0
Over 51
1 1.0 1.0 100.0
years
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
Main Category
Cumulative
Frequency Percent Valid Percent Percent
Valid Farmer in agro
25 25.0 26.0 26.0
business
Income earner
(with disposable 27 27.0 28.1 54.2
income)
Small business
owner/operator 44 44.0 45.8 100.0
Total 96 96.0 100.0
Missing System 4 4.0
Total 100 100.0
Have you heard of a radio program "Deru Para" promoting "Savings Culture"?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 70 70.0 70.0 70.0
No 30 30.0 30.0 100.0
Total 100 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 68 68.0 97.1 97.1
No 2 2.0 2.9 100.0
Total 70 70.0 100.0
Missing System 30 30.0
Total 100 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid 33 33.0 33.0 33.0
Radio
67 67.0 67.0 100.0
Paidha
Total 100 100.0 100.0
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 43 43.0 43.0 43.0
Female 57 57.0 57.0 100.0
Total 100 100.0 100.0
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-24 15 15.0 15.0 15.0
25-30 31 31.0 31.0 46.0
31-35 16 16.0 16.0 62.0
36-40 17 17.0 17.0 79.0
41-45 11 11.0 11.0 90.0
46-50 4 4.0 4.0 94.0
Over 51
6 6.0 6.0 100.0
years
Total 100 100.0 100.0
Main Category
Cumulative
Frequency Percent Valid Percent Percent
Valid Farmer in agro
26 26.0 26.0 26.0
business
Income earner
(with disposable 25 25.0 25.0 51.0
income)
Small business
owner/operator 49 49.0 49.0 100.0
Total 100 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 77 77.0 77.0 77.0
No 23 23.0 23.0 100.0
Total 100 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 71 71.0 92.2 92.2
No 6 6.0 7.8 100.0
Total 77 77.0 100.0
Missing System 23 23.0
Total 100 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid 30 30.0 30.0 30.0
Veritas 1 1.0 1.0 31.0
Voice of
69 69.0 69.0 100.0
Teso
Total 100 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 46 43.8 43.8 43.8
Female 59 56.2 56.2 100.0
Total 105 100.0 100.0
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-24 23 21.9 21.9 21.9
25-30 34 32.4 32.4 54.3
31-35 17 16.2 16.2 70.5
36-40 13 12.4 12.4 82.9
41-45 12 11.4 11.4 94.3
46-50 3 2.9 2.9 97.1
Over 51
3 2.9 2.9 100.0
years
Total 105 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Farmer in agro
22 21.0 21.0 21.0
business
Income earner
(with disposable 27 25.7 25.7 46.7
income)
Small business
owner/operator 56 53.3 53.3 100.0
Total 105 100.0 100.0
Have you heard of a radio program "Kano Lim/Akiba Aihozi" promoting "Savings Culture"?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 56 53.3 53.3 53.3
No 49 46.7 46.7 100.0
Total 105 100.0 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 54 51.4 96.4 96.4
No 2 1.9 3.6 100.0
Total 56 53.3 100.0
Missing System 49 46.7
Total 105 100.0
Cumulative
Frequency Percent Valid Percent Percent
Valid 52 49.5 49.5 49.5
Rock
53 50.5 50.5 100.0
Mambo
Total 105 100.0 100.0