Synthesis of consumption behaviour and “reasons why” per consumption category
| Consumption category | Brief description of the category | Patterns of status quo consumption behaviour and “reasons why” |
|---|---|---|
| Groceries Had the highest priority in spending, frequently using up the bulk household income | Household choices regarding a monthly basket of food, drink, toiletries and basic household needs, for example, candles | Secure household grocery needs as soon as money is available by shopping for minimum household needs until the next payday. This requires rigorous budgeting, planning and self-discipline. Transactions happen in informal settings: local grocers, open markets and single traders. Storable foodstuffs with long shelf life are preferred |
| Utilities Mentioned in all narratives. Frequently as a non-purchase decision. Lack of connection to the electricity grid, equipment such as electric cooker, fridge or wiring for lighting as a reason for not using electricity | Two different sub-categories of commercial utilities were mentioned. These are electricity and main water (and in connection with this, drinking water) | Commercial utilities were used by a small proportion of the sampled households. Reported distrust of the cost and quality of commercial utilities (electricity and water). Traditional substitutes were used by most households, e.g. charcoal and candles and preferred because of tangibility (control of usage), trust and affordability |
| Financial services Mentioned in all narratives | Different financial service offerings were mentioned. These were offline branch banking services such as bank account and loan, mobile money, private savings clubs (local name: Ichilimba) and government health insurance and pension schemes | All respondents had a bank account to receive their salary. Further branch banking services were reportedly distrusted, and thus not used. In isolated cases, mobile money was used and appreciated. Saving happens either through private saving groups, that also can extend loans or through investment in assets such as mobile phones and property. Lack of consumer knowledge regarding insurance. Distrust towards the state pension fund |
| Mobile phones and related services Mentioned in all narratives, but the clear difference in prioritisation across poverty categories | The decision to purchase a handset and use either airtime (minutes for making calls) or bundles (data packages to use the internet) | Aspirational consumption category with a clear appreciation of the advantage of ownership in all narratives. Households at lower levels of poverty lack the cognitive skills to use mobile services. Frequent mention of inability to fund minutes or internet bundles rendering the handset ineffective |
| Brief description of the category | Patterns of status quo consumption behaviour and “reasons why” | |
|---|---|---|
| Household choices regarding a monthly basket of food, drink, toiletries and basic household needs, for example, candles | Secure household grocery needs as soon as money is available by shopping for minimum household needs until the next payday. This requires rigorous budgeting, planning and self-discipline. Transactions happen in informal settings: local grocers, open markets and single traders. Storable foodstuffs with long shelf life are preferred | |
| Two different sub-categories of commercial utilities were mentioned. These are electricity and main water (and in connection with this, drinking water) | Commercial utilities were used by a small proportion of the sampled households. Reported distrust of the cost and quality of commercial utilities (electricity and water). Traditional substitutes were used by most households, e.g. charcoal and candles and preferred because of tangibility (control of usage), trust and affordability | |
| Different financial service offerings were mentioned. These were offline branch banking services such as bank account and loan, mobile money, private savings clubs (local name: | All respondents had a bank account to receive their salary. Further branch banking services were reportedly distrusted, and thus not used. In isolated cases, mobile money was used and appreciated. Saving happens either through private saving groups, that also can extend loans or through investment in assets such as mobile phones and property. Lack of consumer knowledge regarding insurance. Distrust towards the state pension fund | |
| The decision to purchase a handset and use either airtime (minutes for making calls) or bundles (data packages to use the internet) | Aspirational consumption category with a clear appreciation of the advantage of ownership in all narratives. Households at lower levels of poverty lack the cognitive skills to use mobile services. Frequent mention of inability to fund minutes or internet bundles rendering the handset ineffective |
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