Reaching the Poor with Sanitation
One of the key questions for the project was the degree to which sanitation marketing penetrates poorer market segments. Willingness-to-pay research feeds into this learning, as do pilot financing mechanisms to reduce cash flow constraints for households wanting to purchase a latrine.
Overall, we have seen a doubling (12% increase) in IDPoor coverage since the baseline in early 2012. 22% of SMSU customers were classified as IDPoor. This equates to roughly 30,000 IDPoor sales to date, well in excess of the satisfactory target of 10,400, but shy of the ‘excellent’ target of 42,000.
The figure above presents the SMSU sales breakdown of IDPoor 1 and IDPoor 2 sales alongside the total population breakdown of IDPoor status. In looking at the difference between these two, we see that there are many places where iDE can better serve the IDPoor market. Of course, some of these differences are inflated because there are households in our sample that claimed to have an IDPoor card, but did not know which level they were.
Verified sales figures show the project significantly undersold to IDPoor households in Svay Rieng. In Kandal, however, the percentage of IDPoor 1 customers that businesses have sold to is about 1% higher than the proportion in the total population.
Moving forward, iDE is designing a ‘smart subsidy’ pilot to test ways to increase coverage among the lowest-income households without distorting the market.
As part of this data collection, respondents were asked whether or not they received a full or partial subsidy for the purchase of their toilet. In total, 1.9% of households received a full subsidy and 19% of households received a partial subsidy for the purchase of their latrine. The provinces that had the highest percentage of partial subsidies were Prey Veng, Siem Riep and Otdar Meanchey with 23%, 35% and 13%, respectively.