Poverty Footprint Study on how the Coca Cola - Oxfam America

Report methodology
Coca-Cola, SABMiller and Oxfam commissioned
comprehensive research in each country. It involved
approximately three months of field research in
Zambia and El Salvador, including a number of data
collection activities. In order to ensure a balance
between management - and community-provided
information, the data collection was split into two
separate but complementary tracks: corporatefacing
research and community-facing research.
Both tracks focused on the same research areas
as defined by a project research brief but employed
different data collection tools. Whenever possible,
the teams compared and contrasted information
between corporate and community tracks. Overall,
353 participated in El Salvador and 259 people
participated in Zambia. The following tools were used:
Interviews: The corporate researchers conducted
interviews with the functional heads of companies
throughout the Coca-Cola/SABMiller value chain.
The community research teams interviewed key
union members, transportation workers, NGOs,
community leaders, business owners, members of
communities that share resources with Coca-Cola,
municipal authorities, households and consumers.
Focus group discussions: The research teams
convened focus groups in both countries with workers
from bottling plants, workers from sugar mills,
casual and nonunionized workers in Coca-Cola and
SABMiller, micro distribution owners and workers,
migrant and former migrant workers to discuss
labour practices. Focus groups were also convened
consumers and community members to address
issues of marketing, consumption and nutrition.”
Informal, non-representative surveys were
undertaken with actors across the value chain
including sugar-cane producers and workers,
sugar mill workers, bottling plant workers as well as
distribution and retail business owners and workers.
Livelihood surveys: Surveys were undertaken
with sugarcane producers and workers, sugar
mill and bottling plant workers, business owners,
households that depend on water resources which
80 Exploring the links between international business and poverty reduction
SABMiller bottling plants also utilize, distributors
and retailers from different income areas,
entrepreneurs, employees of NGOs and
local residents.
Marketing and consumer practices surveys: An
informal survey on consumption patterns and
perceptions was administered to participants at all
levels of the value chain. In addition, distributors
and retailers from different income areas answered
questions on how products and marketing practices
affect local cultural practices. A nonrepresentative
group of schools, nearby residents, consumers and
various Coca-Cola product consumers answered
questions on consumption patterns, nutrition
awareness and other issues.
Direct observations: In Zambia, the research team
also conducted observations at water collection
points and at latrine sites in communities near
company plants. In El Salvador, observation
occurred at local water sources, retail stores and
third-party distribution centers.
After this investigative process, the operational
team devised a number of recommendations,
which are noted at the end of each chapter. These
recommendations should be seen as guiding
principles and suggestions for action, and not as
formal commitments made by either The Coca-Cola
Company or SABMiller. For more information
about the report research methodology, please visit:
www.oxfamamerica.org/povertyfootprint.