TERMS OF REFERENCE
Market Acceptance Assessment for Cowpea, Sorghum, And Pearl Millet
1) Background
The Markets and Seeds Access Project (MASAP) aims to strengthen food security, climate resilience, and inclusive economic participation among smallholder farming households, particularly women and youth in Zambia and Zimbabwe. The project promotes the adoption, production, and utilization of improved open-pollinated and self-pollinated varieties of climate-resilient crops, including Pearl Millet, Sorghum, Cowpea, and Groundnuts. Using a Market Systems Development (MSD) approach, the project seeks to improve the sustainability, inclusiveness, and competitiveness of priority seed and commodity value chains by addressing both supply-side and demand-side constraints.
Although Sorghum, Cowpea, and Pearl Millet are nutritionally superior and highly resilient to climate variability, consumer uptake of these crops, particularly in processed and value-added forms, remains limited. Key constraints include low consumer awareness, entrenched negative perceptions relative to maize-based products, limited product differentiation and innovation, price sensitivity, and weak market signaling to processors and aggregators. These factors suppress demand, reduce incentives for private sector investment, and ultimately limit income-earning opportunities for smallholder producers.
To address these constraints and unlock the commercial potential of these crops, the company, with support from MASAP, intends to undertake a Market Acceptance Assessment focused on value-added Sorghum, Cowpea, and Pearl Millet products. The assessment will examine consumer acceptance and willingness to pay for selected product categories such as flours, porridges, beverages, snacks, instant mixes, and composite blends. The findings will directly inform the company and MASAP partners’ decisions on product development, branding, pricing, distribution, and market entry strategies, as well as broader value chain strengthening interventions.
2) Purpose of Assignment
The purpose of this assignment is to generate actionable, decision-oriented evidence on consumer acceptance and commercialization potential for Sorghum, Cowpea, and Pearl Millet value-added products in Zambia. Specifically, the assignment will assess consumer perceptions, preferences, usage patterns, and willingness to pay, alongside market dynamics affecting processors, retailers, and aggregators.
The assessment is intended to support concrete management and investment decisions by the company and MASAP partners, including but not limited to: prioritization of product concepts for piloting or scale‑up; refinement of product formulations, branding, and packaging; identification of viable price points and target market segments; selection of appropriate distribution and retail channels; and engagement strategies with private sector processors and institutional buyers.
The Company, therefore, invites comprehensive technical and financial proposals from qualified consulting firms to undertake this market acceptance assessment and provide evidence-based recommendations that directly support commercialization and demand‑stimulation efforts for the targeted crops under MASAP.
The deadline for the submission of proposals will be Monday, 26th January 2026. Proposals should be submitted by email to procurementagri@gmail.com and copied to smbewe@afriseed.com and nbulaya@afriseed.com, indicating ‘‘MARKET ACCEPTANCE ASSESSMENT – MASAP/MAA/01/26’’.
Only shortlisted consultants will be contacted.
3) Training Objectives
Overall Objective
To assess and strengthen market acceptance and commercialization potential for selected Sorghum, Cowpea, and Pearl Millet value-added products in Zambia, with a primary focus on Eastern Province and relevant urban and peri-urban consumption markets.
Specific Objectives
The specific objectives are to:
- Assess consumer awareness, preferences, perceptions, and willingness to pay.
- Analyze market trends, competing products, pricing structures, and product positioning.
- Evaluate existing and potential distribution channels and retail partners.
- Conduct sensory and acceptability testing for targeted value-added products.
- Identify barriers and enablers of consumer adoption.
- Provide clear recommendations and a commercialization roadmap for the company and its partners.
4) Scope of Work
The Consultant will undertake the following activities:
A. Desk Review & Inception Phase
ü Review existing literature, market reports, and consumption studies for small grains.
ü Map existing value-added Sorghum, Cowpea, and Pearl Millet products in Zambia.
ü Prepare an Inception Report detailing methodology, sampling strategy, tools, and timelines.
B. Consumer and Market Research
ü Conduct surveys, interviews, focus group discussions (FGDs), and retail audits.
ü Engage diverse consumer segments (urban, peri-urban, rural).
ü Interview market actors: retailers, wholesalers, processors, food outlets, institutional buyers, and agro-dealers
ü Collect data on purchasing patterns, awareness, preferences, motivations, and deterrents.
C. Competitor and Pricing Analysis
ü Identify substitute products (maize products, composite flours, instant cereals).
ü Analyze pricing, packaging, branding, market share, and shelf placement.
ü Assess marketing strategies used by competitors.
D. Sensory / Acceptability Testing
ü Conduct structured product tasting sessions.
ü Gather data on taste, aroma, texture, packaging, presentation, and value perception.
ü Provide recommendations for product reformulation and improvement.
E. Market Opportunity Assessment
ü Identify promising consumer segments, retail markets, and institutional buyers.
ü Assess willingness to pay and price elasticity.
ü Identify incentives for processors, retailers, and aggregators.
F. Recommendations & Commercialization Roadmap
The Consultant will provide:
ü Branding and packaging recommendations
ü Pricing and promotional strategies
ü Distribution and retail strategies
ü Opportunities for value chain actors (processors, SMEs, traders)
ü Key actions to stimulate market demand
G. Stakeholder Validation
ü Present preliminary findings to the company and MASAP partners.
ü Incorporate validation feedback into the final report.
5) Expected Deliverables
The Consultant is expected to produce the following deliverables:
- Inception Report
ü Methodology, tools, sampling strategy, and detailed work plan.
- Draft Market Assessment Report containing:
ü Consumer research findings
ü Competitor and pricing analysis
ü Sensory testing findings
ü Market opportunities and constraints
ü Recommendations and commercialization roadmap
- Stakeholder Validation Presentation
ü Present findings, recommendations, and proposed pathways.
- Final Market Assessment Report
ü Incorporating feedback from the company and partners.
ü Full dataset and annexes (survey instruments, raw results, interview guides).
6) Duration of Training Engagement
The assignment is expected to be conducted over 10–12 weeks, including data collection, analysis, validation, and submission of final outputs.
7) Reporting Line
The consultant will report directly to the MASAP project management team lead. Regular updates will be required during the assessment period, with a final report inclusive of the Full dataset and annexes (survey instruments, raw results, interview guides) and pictures submitted within two (2) weeks after the completion of the market acceptance assessment.
8) Qualifications of the Consultant
a) Academic Background:
ü Advanced degree in Market Research, Agricultural Economics, Agribusiness, Food Science, Economics, or a related field.
b) Experience:
ü Minimum of 8 years of experience conducting market research, consumer studies, value chain assessments, or agribusiness-related market analyses.
ü Demonstrated experience with food product assessments, consumer acceptability studies, or market systems development (MSD) interventions is an added advantage.
c) Technical Expertise:
ü Strong competencies in designing and implementing quantitative and qualitative research, including surveys, focus group discussions, sensory testing, and key informant interviews.
ü Proven ability to conduct competitor analysis, pricing assessments, segmentation, and market trend analysis.
ü Ability to generate data-driven recommendations for product development, branding, distribution, and commercialization.
d) Communication Skills:
ü Excellent skills in facilitation, stakeholder engagement, data analysis, visualization, and report writing.
ü Ability to communicate complex findings clearly and concisely to technical and non-technical audiences.
9) Proposal Requirements
1. Technical Proposal:
The Consultant is required to submit a detailed technical proposal demonstrating a clear understanding of the assignment and a robust approach to delivering the market acceptance assessment. The technical proposal should include:
a) Cover Letter:
A formal introduction of the consultant/firm, outlining relevant qualifications and experience, and demonstrating how the competencies listed in Section 8 are met. The cover letter should highlight previous work in market research, consumer studies, value chain assessments, or related assignments.
b) Methodology and Approach:
A 4-6-page document detailing the proposed methodology for conducting the market acceptance assessment. This should include:
ü Research design
ü Sampling strategy
ü Data collection methods (surveys, FGDs, KIIs, sensory testing, retail audits, etc.)
ü Data analysis approach
ü Proposed tools and instruments
ü Ethical considerations
ü Work plan and timeline
c) Updated CV(s):
CVs of key personnel (maximum 3 pages each) demonstrating educational qualifications, professional experience in market research or agribusiness studies, and analytical/reporting competencies.
d) Previous Experience:
At least two (2) recent examples of assignments of a similar nature (market assessments, consumer research, value chain studies). Each example should include references, case studies, or evidence of completed projects.
2. Financial Proposal:
The financial proposal should clearly outline all costs associated with delivering the assignment. It should include:
ü Consulting Fees:
A detailed breakdown of professional fees and any additional personnel or enumerator costs.
ü Operational and Field Costs:
Costs for travel, Daily Subsistence Allowance (DSA), accommodation, data collection logistics, communication, and any other expenses necessary for carrying out the assignment.
ü Budget Breakdown:
A complete itemized budget table showing the total cost of the assignment, disaggregated by activity and input (e.g., fieldwork, analysis, reporting, meetings, validation workshop).
ü Payment Terms:
Payments will be processed upon submission and approval of deliverables, supported by a system-generated invoice submitted to the company.
10) Evaluation Criteria
The proposals received will be evaluated using the following criteria and other relevant criteria as may be considered appropriate by the evaluation/review committee
Criteria
Weight
Description
Technical Approach
40%
Quality, clarity, and robustness of the proposed research methodology; relevance of the data collection tools and analytical approach; and alignment of the proposal with the objectives and scope of the market acceptance assessment.
Consultant Experience and Expertise
30%
Suitability of the consultant’s qualifications and professional experience in market research, consumer studies, agribusiness analysis, or value chain assessments; demonstrated success in conducting similar assignments.
Financial Proposal
20%
Cost-effectiveness, completeness, and clarity of the financial breakdown; justification and reasonableness of proposed costs.
Work Plan and Deliverables
10%
Feasibility, coherence, and thoroughness of the work plan, timelines, and proposed deliverables for completing the assessment.
Consultants who score less than 70 out of 100 at the technical stage will not proceed to the financial evaluation stage
11) Required Staff
ü Lead Market Research Consultant:
Responsible for designing and leading the market acceptance assessment, including development of research tools, oversight of data collection, analysis, and preparation of all reports and deliverables. The Lead Consultant should have strong expertise in market research, consumer behavior analysis, agribusiness, or value chain studies.
ü Data Collection / M&E Specialist:
Responsible for managing data collection processes, ensuring data quality, supervising enumerators (if applicable), and supporting data analysis, visualization, and documentation of findings.
ü Support Staff (Optional):
May include field enumerators, note takers, data entry clerks, or logistical support personnel required to facilitate fieldwork, stakeholder interviews, focus group discussions, and other assessment activities.
Applicants should copy smbewe@afriseed.com and nbulaya@afriseed.com when submitting proposals.
