Evaluation of Multi-channel Marketing Strategies Based on Fuzzy ANP and TOPSIS

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Didehkhani Hosein; Mehrani Hormoz; badie farnaz; yusefi komijani arefeh

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Journal Paper

Paper Information

Journal: Iranian Journal of Trade Studies Year:2019 | Volume:23 | Issue:92 Page(s): 55-80

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Title

Evaluation of Multi-channel Marketing Strategies Based on Fuzzy ANP and TOPSIS

Author(s)

Didehkhani Hosein | Mehrani Hormoz | badie farnaz | yusefi komijani arefeh | Issue Writer Certificate

Keywords

Marketing Channels

Marketing Strategies

Multi-Channel Marketing

Fuzzy ANP

TOPSIS

Abstract

In this research, the multi-channel Marketing Strategies of Sabah’ s dairy company have been evaluated with the combined approach of ANP fuzzy and TOPSIS. To this end, firstly, by investigating the research literature and using marketing and sale experts opinion, the factors influencing multi-channel Marketing Strategies were identified and then ranked according to their significance by Fuzzy ANP method, then based on the results, the sale channels of the Sabah company been ranked by TOPSIS method. In this regard, five types of questionnaires have been used to collect the required data. After collecting data, the questionnaire was coded and then analyzed by Win QSB, Excel, and SPSS software. The results show that among the factors influencing multi-channel Marketing Strategies, the “ cost of returning goods” is the most important factor, followed by “ trust between channels, ” the cost of channel coordination” , “ the conflict between channels” , “ the voice of the customer obtained Channels” , “ Channel market share” , “ Channel opportunity” , “ Channel profit margins” , “ Channel visibility” , “ Cost of seizing various channels of the market” , “ Timely delivery of products in channels” , “ Required inventory In channels” , “ Customer loyalty in channels” , “ Attractiveness for potential customers” and, “ Exclusivity of channels” are ranked by experts. Finally, by reviewing various sales channels, the “ Sales channel through distribution companies” is primarily important, and then the “ Sales channel through bankers” and “ Sales channel through key customers” ranked respectively.

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APA: Copy

Didehkhani, Hosein, Mehrani, Hormoz, badie, farnaz, & yusefi komijani, arefeh. (2019). Evaluation of Multi-channel Marketing Strategies Based on Fuzzy ANP and TOPSIS. IRANIAN JOURNAL OF TRADE STUDIES (IJTS), 23(92 ), 55-80. SID. https://sid.ir/paper/730309/en

Vancouver: Copy

Didehkhani Hosein, Mehrani Hormoz, badie farnaz, yusefi komijani arefeh. Evaluation of Multi-channel Marketing Strategies Based on Fuzzy ANP and TOPSIS. IRANIAN JOURNAL OF TRADE STUDIES (IJTS)[Internet]. 2019;23(92 ):55-80. Available from: https://sid.ir/paper/730309/en

IEEE: Copy

Hosein Didehkhani, Hormoz Mehrani, farnaz badie, and arefeh yusefi komijani, “Evaluation of Multi-channel Marketing Strategies Based on Fuzzy ANP and TOPSIS,” IRANIAN JOURNAL OF TRADE STUDIES (IJTS), vol. 23, no. 92 , pp. 55–80, 2019, [Online]. Available: https://sid.ir/paper/730309/en

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