It is likely to be some ranking formula, based upon an "average" purchase. For example, a hotel will be for one double room, while a restaurant will be for two courses, etc.
If you have a big data-set it is trivial to work out the ranking boundaries, but otherwise you could just assign reasonable ranges and adjust later if necessary.
Alternatively, crown-source it by asking your visitors to vote.
There is a whole science behind reputation systems. Understanding and setting rules about freshness, validity, and attack protection are important if the system is going to be more than a simple graphic.
There is a good oreilly book on reputation systems by farmer and glass worth reviewing.