Choice of Channel: Understanding How Low- and Moderate-Income Women in Kenya Choose Channels for Financial Transactions

MSC conducted a choice of channel study to understand how women in the low- and moderate-income segment in Kenya select a financial channel. 49 women across seven locations and four occupation types were interviewed for this research. The study led to identifying five clear segments of women within the low- and moderate-income group in Kenya based on behavioral patterns, attributes, and preferences around the adoption and use of financial channels.

MSC’s flagship DEBIT framework was used to undertake this exercise and validate the framework in the Kenyan context. The DEBIT score for each channel varied significantly, showing why one segment preferred a particular channel over another.