The Human Account is led, created and developed by Dalberg with Rockefeller Philanthropy Advisors, and funded by the Bill & Melinda Gates Foundation.

 

Local partners are Lagos Business School in Nigeria, Ashoka University in India, not-for-profit development finance company, Karandaaz in Pakistan, and research and advisory firm, Busara Center for Behavioral Economics in Kenya.

Disciplined

Pragmatists

17% of Kenyan women farmers | 2.0 million people

conscientious, self-efficacious, skeptical 

Click below to learn more:

 

SEGMENT OVERVIEW

Disciplined Pragmatists,

by the numbers

Mostly low-income young, rural, married women with primary school education, Disciplined Pragmatists are the poorest segment with the highest income volatility. Approximately 2.0 million (17% of Kenyan female farmers) fall in this segment.

Disciplined Pragmatists

Women Farmer Average

AGE (25-44)

49%

54%

SOCIOECONOMIC (SES 2)

41%

24%

INCOME FROM FARMING

18%

40%

Disciplined Pragmatists are the poorest of women farmers. As a slightly younger segment, they are more likely to share household financial decisions with their spouse or someone else in their household. While all farm, under a fifth primarily rely on farming, also relying on casual labor, self-employment, and income support. Disciplined Pragmatists are most likely to receive support from others of women farmers.

Financial Behavior & Attitudes

SAVINGS BEHAVIOR & ATTITUDES

Nearly all Disciplined Pragmatists save and do so frequently, monthly or more. But they are split in their feelings as to whether or not they earn enough to save. Over two thirds are not deliberate and goal oriented in their savings strategy

SAVINGS ACCOUNTS

Disciplined Pragmatists have a less diverse saving strategy than other women farmers, with close to two thirds using one or less saving channels in a quarter. Very few save with banks, cooperatives, or MFIs, and instead, prefer to save with family, informal groups and friends, and mobile money.  

BORROWING BEHAVIOR & ATTITUDES

Disciplined Pragmatists are the least frequent borrowers among women farmer segments. Many feel they they would struggle to repay loans. Yet, nearly all borrow, primarily from family, and half are comfortable holding debt.

BORROWING ACCOUNTS

Disciplined Pragmatists have the least diverse borrowing strategy. Their limited sense of dependability and comfort holding debt may drive their preference for borrowing from family, which offers the most flexible and affordable terms.

Disciplined Pragmatists

Women Farmer Average

 

DESIGN OPPORTUNITIES

How might we create products and services

for Disciplined Pragmatists that...

Leverage Mobile Savings Comfort 

Deepen mobile usage with new services that offer simple use cases that offer clear value, at the right price, with agents support to drive adoption.

Promote Business Investment

Encourage small business growth through hybrid savings-loan products to support their interests outside farming.

Transition to Long-Term Savings

Offer short-term saving products that help celebrate small wins and build saving toward longer-term goals and planning horizons.

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This Kenyan Women Farmer segment analysis was completed through the support of Mercy Corps AgriFin Accelerate and Safaricom.