Determining Multi-Criteria Decisions For The Selection Of Discounted Products In Sales Promotion Activities Through Promethee Method

Yıl 2018, Cilt: 18 Sayı: 4, 727 - 739, 23.10.2018

Ural Gökay Çiçekli Keti Ventura Hande Bilgehan

Öz

Intense conditions of brand competition make it difficult for retailers to make decisions and manage the process of price discounts for each brand. Due to the travelers’ motivations for shopping in the airport while waiting for their flights, it is a great opportunity for retailers to enhance their sales efforts. In this sense, the decisions of price discounts in each brand category become an important issue that should be solved as there are many constraints. Inventory level, shelf life, a targeted amount of sales and variables such as changes in a substitute, complementary, and competitive product prices and exchange rates are some of the factors that have significant effect. Therefore, the best decision is thought to be made by considering all these constraints and variables together. In this regard, the purpose of this study is to develop a decision support system facilitating the determination of products to be put on special offer. Within this context, the selection of a discounted product can be considered as a multicriteria decision-making problem that requires consideration of many criteria in an international cosmetics company operating at the duty-free zones of airports. Hence, Promethee, which is one of the multi-criteria decision-making methods, is used. In this way, it will be possible to determine which products will be discounted by considering all the determined criteria. At the end of the study, a ranking is done based on partial and full priorities for a discounted product selection to be made.

Anahtar Kelimeler

Sales Promotio, Discounted Product Selection, Promethee Method

Satış Tutundurma Faaliyetlerinde Çok Kriterli İndirimli Ürün Seçim Kararlarının Promethee Yöntemi İle Belirlenmesi

Öz

Yoğun rekabet koşulları, perakendecilerin karar verme sürecini ve tüm markalar için fiyat indirimi sürecini yönetmesini zorlaştırmaktadır. Havaalanlarında alışveriş yapmak, uçuş bekleme esnasında oluşan motivasyonun da etkisiyle, satış çabalarını arttırmaları açısından perakendecilere önemli bir fırsat yaratmaktadır. Bu anlamda, her marka kategorisindeki fiyat indirim kararları, birçok kısıt söz konusu olduğunda, çözülmesi gereken önemli bir konu haline gelmektedir. Stok sayısı, raf ömrü, hedeflenen satış miktarı ile ikame, tamamlayıcı ve rekabetçi ürün fiyatları ve döviz kurundaki değişimler gibi değişkenler indirimli ürünü belirlemede önemli bir etkiye sahip olan faktörlerden bazılarıdır. Bu nedenle, en iyi kararın tüm bu kısıtların ve değişkenlerin bir arada dikkate alınarak yapılması gerekmektedir. Bu bağlamda, çalışmanın amacı, indirim yapılacak ürünlerin belirlenmesini kolaylaştıran bir karar destek sisteminin geliştirilmesidir. Bu kapsamda havaalanlarının gümrüksüz bölgelerinde faaliyet gösteren uluslararası bir kozmetik şirketi tarafından indirim uygulanacak bir ürünün seçimi, birçok kriterin dikkate alınmasını gerektiren çok kriterli bir karar verme problemi olarak ele alınmıştır. Bu problemin çözümü, çok kriterli karar verme yöntemlerinden biri olan Promethee ile yapılmıştır. Bu şekilde, belirlenen tüm kriterleri dikkate alarak hangi ürünlerde indirim yapılacağını belirlemek mümkün olacaktır. Çalışmanın son bölümünde, indirim yapılacak ürün seçiminde kısmi ve tam önceliklere dayalı bir sıralama yapılmaktadır.

Anahtar Kelimeler

Satış Promosyonu, İndirimli Ürün Seçimi, Promethee Yöntemi

Kaynakça

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