Table 1.
External evaluation factors and scoring description.
| No | Factor | Scoring description |
||
|---|---|---|---|---|
| 1 = Very bad | 3 = Average | 5 = Very good | ||
| 1 | Price indication of maize seed(how good price is indicated) | No price indication | Some indication; not very visible | Very clear indication, clean and easy to spot |
| 2 | Visibility of maize seed (how easy buyer can see the available varieties) | Difficult to see | Visible but scattered in shop | All clearly visible; good arrangement |
| 3 | Placement of maizeseedin the store(Which place does the seed getin store?) | Dark corner in the back; hard to spot | Not standing out; can be seen | On clear and prominent spot in store |
| 4 | Proximity of the maize seed(how close maizeseedis to buyer) | Bales (contains 12 seed bags of 2kg) seen but no individual bags; no self service | Bags visible; not possible to touch; no self service | Bags within reach; can be touched; self-service |
| 5 | Number of visible varieties(how manymaize seed varietiescanbeseenfrom buyers point) | 1 or 2 varieties; from same company | Around 5 varieties.; some difference in companies | 8 or more varieties; from at least 3 companies |
| 6 | Targeted sales(How big is effort to highlight one/some variety?) | No variety standing out | Some effort to promote 1 variety over others | Strong effort to promote 1 variety over others |
| 7 | Overall professionalism(about store as a whole) | Not clean; products on floor; debris; dark … | Effort to keep clean; some organization | Very clean; all organized; clear structure; staff uniforms |
| 8 | Store visibility from outside(clear it's an agro-dealer, that seed is sold; reference to maize) | No or small sign; no clear indication that seed is sold | Clear signage, not professional; some info that seed is sold | Clear and professional signage; clear that seed is sold |
| 9 | Seed marketing(how a variety is promoted) | No or old posters; no leaflets; no seed samples | Older posters; some leaflets; no seed samples | New posters in prominent place; pile of leaflets; seed samples |
| 10 | Detail variety info (Is there any info about varietal performanceof maize seed?) | No information | Some leaflets or info on posters; for a minimum of two varieties | Clear information on leaflets or posters; for all varieties in store |