Abstract:
Studies on co-operatives have been evaluating performance by considering the financial performance while
ignoring the non-financial performance. This traditional approach tends to come up with a bias conclusion. This
study aimed at evaluating the performance of the primary Agricultural Marketing Co-operative Societies (AMCOS),
by using Balanced Scorecard approach, integrating both financial and non-financial measures. Specifically, the
study assessed both no-financial and financial performance of the primary AMCOS; the mean difference between
the financial and non-financial performance and the contribution of non-financial performance aspect on financial
performance. The study used the balanced scorecard approach by involving five aspects; social, learning, internal
business process and financial. Questionnaire was distributed to 334 respondents who are the owners and decision
makers of the primary AMCOS. Key Informants Interview was conducted to collect the qualitative data. Data were
analysed descriptively to assess the performance while inferential statistics were done using paired T-test and
multiple regression analysis to assess the mean differences and relationships. The results show that financial
performance in primary AMCOS was found to be average (M = 3.3) while non-financial was above average (M =
3.9). Indicating that primary AMCOS are doing better in the non-financial aspect than in the financial aspect. The
results showed that there was a statistical mean difference in performance scores between the perception on
financial and non-financial performance. The study concludes that it is perceived that, primary AMCOS are doing
better in nonfinancial performance than in the financial performance. It is however concludes that, both financial
and non-financial performance are of the same importance. The study recommends that much effort should be
directed to the financial aspect, without impairing the non-financial aspect, so as to balance the situation. Both
economic and social performance should not be separated in decision making as emphasised by the Dual Motive
theory. The Modified Balanced Scorecard is appropriate for assessing the performance of primary AMCOS.
