Request for Proposals
Consumer Behavior Study - An Exercise aimed to assess consumer behavior to gain insights into different goods and services that are being distributed and aggregated.
Reference No.: RQ7757
Date Published: 05/20/2025
Due Date for Responses: 06/13/2025
Background
ReGenerate Rwanda is a program funded by the Swedish Development Cooperation Agency (Sida) and implemented by TechnoServe in Rwanda. The program is set to run over five years, from 2023 to 2027.
Our Goal: We aim to sustainably increase the income of 30,000 individuals (70% of whom are women and youth) living in poverty in the Western and Southern regions of Rwanda.
Our Approach: Utilizing a market systems development strategy, the program is dedicated to identifying, catalyzing, and scaling systemic solutions.
We collaborate with private sector partners to:
Develop business solutions that meet the unmet demand for essential products and services in the target regions. Prioritize inclusivity by integrating women and youth as central to this transformative growth.
Transition toward regenerative economic models.
By addressing the needs of the most remote and vulnerable households, the program aims to foster new local business opportunities and stimulate job creation.
Scope of Work
Objective of the Consultancy
To design and implement a consumer behavior study that provides insights into rural purchasing patterns, market gaps, local production, supply trends and gender/youth-specific preferences in Southern and Western Rwanda. The findings will guide partner engagement, product selection and potential aggregation strategies for ReGenerate Rwanda's agent network.
Scope of Work
Study Design and Implementation
Develop a research plan and methodology suited to rural contexts.
Design and pilot appropriate data collection tools (household surveys, FGDs, interview guides). Define sampling strategies ensuring disaggregation by gender, age, and socio-economic background.
Conduct fieldwork to collect qualitative and quantitative data on consumer preferences and purchasing behavior.
Market Mapping and Demand Assessment
Identify fast-moving consumer goods and services in rural markets.
Analyze current market trends, demand shifts, and emerging consumer needs. Explore formal and informal retail channels and their influence on consumer behavior. Map supply gaps and product categories with unmet or growing demand.
Supply side aggregation and rural offerings
Identify goods and services produced or offered by rural population (both on-farm and off-farm) Analyze how rural producers, particularly women and youth access local and external markets.
Assess the potential for aggregation and value addition, including challenges and enablers for market access.
Explore the role of cooperatives, informal networks, or private actors in aggregating rural goods and services and linking them to buyers.
Map demand for rural goods and services among institutional buyers, traders or private companies
Gender and Youth Consumer Insights
Investigate specific preferences and constraints faced by women and youth consumers.
Assess how gender and age dynamics influence household and individual purchasing decisions.
Explore the trust and purchasing behavior linked to agents of similar demographics (e.g., women and youth agents). Identify products or services with specific relevance or appeal to women and youth.
Stakeholder Engagement and Validation
Engage ReGenerate Rwanda team, private sector actors, traders, cooperatives, and local leaders. Facilitate consultations and feedback sessions with women and youth.
Incorporate stakeholder feedback into data interpretation and strategic recommendations to enhance relevance and uptake.
Analysis and Strategic Recommendations
Analyze collected data using appropriate qualitative and quantitative techniques. Identify high-potential product categories for agent distribution.
Provide evidence-based recommendations for refining agent portfolios and private sector partnerships. Highlight implications for income generation among women and youth.
Deliverables
Inception Report
Detailed research methodology.
Sampling strategy and data collection tools. Fieldwork timeline and team roles.
Field Report
Summary of fieldwork activities, locations visited, and participants engaged (disaggregated by gender and age). Preliminary insights from the field.
Challenges encountered and mitigation strategies.
Documentation of fieldwork including:
Photographs with captions, dates, and locations. Signed attendance sheets.
Raw data files (quantitative datasets in Excel or CSV, qualitative transcripts or notes)
Draft Consumer Behavior Report Initial analysis of data collected.
Key findings on fast-moving goods, gender/youth insights, local offerings/aggregation potential and market shifts. Preliminary recommendations.
Presentation of findings to the ReGenerate Rwanda team, followed by a Q&A and feedback session
Final Report
Revised and polished version of the Consumer Behavior Report incorporating Regenerate Rwanda team’s feedback. Final strategic recommendations.
Annexed slide deck for stakeholder presentation summarizing key findings.
Anticipated Start Date
07/01/2025
Performance Location
This will be performed in TechnoServe Rwanda office and possible rural visits.
Additional Information
Qualifications and Experience
Advanced degree in Economics, Statistics, Business Administration, Marketing, Development studies, Behavioral science or a related field with demonstrated coursework or specialization in consumer behavior and/or rural markets.
Minimum of 7 years of experience conducting market research or consumer behavior studies, particularly in rural Rwanda or underserved areas.
Demonstrated ability to design and implement research on fast-moving consumer goods (FMCGs) and rural market trends. Proven experience applying gender- and youth-sensitive approaches in social research, including understanding purchasing preferences and constraints faced by women and youth.
Strong background in using qualitative and quantitative methods, such as household surveys, key informant interviews, focus group discussions, and market scans.
Knowledge of informal and formal retail channels, including how rural consumers access and choose products.
Experience working with or for development organizations, private sector actors, or research institutions conducting studies to inform marketing strategies or development programming.
Strong understanding of consumer behavior in the Rwandan rural context, including socio-economic and cultural factors affecting women and youth.
Demonstrated capacity to deliver practical, actionable insights and produce clear and concise reports.
Excellent communication and stakeholder engagement skills, including working with traders, cooperatives, local leaders, and consumers.
Excellent research, analytical, and report-writing skills. Fluency in Kinyarwanda and English.
The following documents are must for a proposal to be considered:
A letter of interest addressed to the Technoserve country manager
A Technical proposal showing the interpretation of the ToR and indicating a detailed proposed methodology.
A detailed financial proposal (expressed in Rwandan Francs indicating the cost required for the undertaking of the work required) and specifying payment terms and conditions.
A CV of the consultant (s) and any supporting team members showing previous relevant experience including at least 3 references for similar research with a description of the work done and the dates performed.
Valid RDB full registration certificate
Valid RRA tax clearance certificate and proof of using EBM. Proof of last year’s Corporate Income Taxes(CIT) Certificate. Bank Letter Signed and Stamped by the bank
VAT registration certificate
Response Instructions
To ensure consideration, all responses must be submitted no later than 06/13/2025, written in English with prices stated in RWF. All responses must:
Contain a detailed cost with applicable taxes and other charges clearly identified. Provide requested payment terms and conditions.
Include a contact name, email address, and telephone number.
For quotes from a firm, provide a brief outline of the company and services offered, including the company's full legal name and address, the jurisdiction of incorporation, the full legal name and country of citizenship of the company's owners/principal officers, and the year the business was established.
If a consortium of firms or a team of consultants submits a quote jointly, the above information should be provided for each member of the team.
Only include attached files that are 10 MB or smaller in size. Do not include compressed (ZIP, RAR), executable, or other unusual file formats as these will be rejected.
Submit responses to: buy+RQ7757@tns.org
Note: DO NOT email your response to any employee of TechnoServe or deliver your response in hard copy to a TechnoServe office. Failing to adhere to these instructions may make your response ineligible for consideration.
Terms and Conditions
This solicitation shall not be construed as an offer by TechnoServe. Responses must be submitted on or before the date indicated.
Any quotes that are unresponsive will be summarily rejected.
Responses to this solicitation shall be deemed binding offers and must remain valid for acceptance for no less than 90 days from the closing date of this solicitation.
Any purchases resulting from this solicitation will be governed by TechnoServe's contractual terms and conditions, and may be subject to additional terms as required by donors funding the purchase.
TechnoServe expressly reserves the right to accept or reject any quote or to cancel the solicitation process at any time without explanation, with no liability to any respondent.
TechnoServe may, at its discretion, accept all or part of a respondent's offer.
All information provided by TechnoServe in this solicitation is given in good faith; however, details are subject to change. TechnoServe may require respondents to enter into a non-disclosure agreement as a prerequisite for consideration.
Respondents bear sole responsibility for all costs incurred in connection with the preparation of their response, including any third- party expenses.
All responses shall become the property of TechnoServe.
Respondents must fully disclose any conflicts of interest pertaining to this solicitation. Failure to comply may result in disqualification.
Request Files
The following attached files, if any, represent an important part of this solicitation. No Request Files Found
Selection Criteria
Submissions will be evaluated based on the following criteria and rating methodology.
Selection Criteria Max Points
|
Understanding of the assignment and proposed approach. |
40 |
|
Relevant experience and qualifications. |
40 |
|
Cost-effectiveness financial proposal inclusive of all delivery, fees, taxes, and other charges |
20 |