Target Market Selection for Agricultural Products in International Markets Using Fuzzy AHP And Fuzzy COPRAS MCDM Techniques

Hüseyin Fatih Atlı

doi:10.35229/jaes.1452490

EN TR

Target Market Selection for Agricultural Products in International Markets Using Fuzzy AHP And Fuzzy COPRAS MCDM Techniques

Abstract

Making the right decisions in the process of selecting target markets for agricultural products in international marketing can help reduce the negativities in the complex and costly process. The main purpose of the study is to rank and evaluate alternatives in target market selection for agricultural products in the international markets by using fuzzy AHP and fuzzy COPRAS techniques. Multi criteria decision making (MCDM) methods are widely used in solving target market selection problems. In this study, the importance levels and weights of the evaluation criteria of political environment, economic environment, social environment and technological environment (PEST) were measured by the fuzzy AHP method. The criteria that are important for target market selection were evaluated by taking expert opinions, the uncertain and uncertain opinions of the experts were modeled with the fuzzy AHP approach and the weights of the criteria were determined. Among the PEST criteria, economic factors (EF) have the most weight. Then, alternative rankings were obtained with the fuzzy COPRAS method. Using the criterion weights found with fuzzy AHP, the alternatives of the 6 importing countries with the highest share in the processed agricultural products market were listed with the fuzzy COPRAS method. As a result of listing the alternatives, it is seen that the European Union alternative comes first in choosing the target market for processed agricultural products. This study provides a resource for decision makers to make decisions regarding target market selection of agricultural products in international markets.

Keywords

Agricultural marketing , Marketing , Target market selection , AHP , COPRAS , MCDM

Uluslararası Pazarlarda Tarım Ürünleri için Bulanık AHP ve Bulanık COPRAS ÇKKV Tekniklerini Kullanarak Hedef Pazar Seçimi

Öz

Uluslarası pazarlamada tarım ürünleri için hedef pazar seçimi sürecinde doğru kararların verilmesi, karmaşık ve maliyetli süreçteki olumsuzlukların azaltılmasına yardımcı olabilmektedir. Çalışmanın temel amacı, bulanık AHP ve bulanık COPRAS tekniklerini kullanarak uluslararası pazarlarda tarımsal ürünler için hedef pazar seçiminde alternatifleri sıralamak ve değerlendirmektir. Hedef pazar seçimi problemlerinin çözümünde çok kriterli karar verme (ÇKKV) yöntemleri yaygın olarak kullanılmaktadır. Bu çalışmada değerlendirme kriterleri olan politik çevre, ekonomik çevre, sosyal çevre ve teknolojik çevre (PEST) kriterlerinin önem düzeyleri ağırlıkları Bulanık AHP yöntemi ile ölçülmüştür. Hedef pazar seçimi için önemli olan kriterler uzman görüşü alınarak değerlendirilmiş, uzmanların kesin olmayan ve belirsizlik arz eden görüşleri bulanık AHP yaklaşımı ile modellenmiş ve ölçütlerin ağırlıkları belirlenmiştir. PEST kriterleri içerisinde ekonomik faktörler (EF) en fazla ağırlığa sahiptir. Daha sonra bulanık COPRAS yöntemi ile alternatif sıralamaları elde edilmiştir. Bulanık AHP ile bulunan kriter ağırlıkları kullanılarak bulanık COPRAS yöntemi ile işlenmiş tarım ürünleri pazarında en yüksek paya sahip 6 ithalatçı ülke alternatifleri sıralanmıştır. Alternatiflerin sıralanması sonucunda işlenmiş tarım ürünleri için hedef pazar seçiminde Avrupa Birliği alternatifinin ilk sırada olduğu görülmektedir. Bu çalışma ile uluslararası pazarlarda tarım ürünlerinin hedef pazar seçimine yönelik karar vermeleri için karar vericilere bir kaynak sunulmaktadır.

Anahtar Kelimeler

Tarımsal pazarlama , Pazarlama , Hedef pazar seçimi , AHP , COPRAS , ÇKKV

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Ziraat Mühendisliği (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Hüseyin Fatih Atlı ^*
0000-0002-1397-1514
Türkiye

Erken Görünüm Tarihi

30 Eylül 2024

Yayımlanma Tarihi

30 Eylül 2024

Gönderilme Tarihi

14 Mart 2024

Kabul Tarihi

6 Eylül 2024

Yayımlandığı Sayı

Yıl 2024 Cilt: 9 Sayı: 3

DOI

https://doi.org/10.35229/jaes.1452490

IZ

https://izlik.org/JA69JZ24HA

APA

Atlı, H. F. (2024). Target Market Selection for Agricultural Products in International Markets Using Fuzzy AHP And Fuzzy COPRAS MCDM Techniques. Journal of Anatolian Environmental and Animal Sciences, 9(3), 369-382. https://doi.org/10.35229/jaes.1452490

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Informatica

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Ege Journal of Fisheries and Aquatic Sciences

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JAES, 2016- 11.yıl

Target Market Selection for Agricultural Products in International Markets Using Fuzzy AHP And Fuzzy COPRAS MCDM Techniques

Abstract

Keywords

Uluslararası Pazarlarda Tarım Ürünleri için Bulanık AHP ve Bulanık COPRAS ÇKKV Tekniklerini Kullanarak Hedef Pazar Seçimi

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

Cited By

A Fuzzy OPARA-Based Group Decision-Making Approach: Application to Sustainable Solutions Assessment

INNOVATIVE MULTI-CRITERIA DECISION FRAMEWORK FOR LNG AND NAPHTHA EXPORT MARKET SELECTION: INTEGRATING FUZZY DELPHI, BWM, AND TOPSIS

Influence of psychosocial factors and parent–student relationships on the academic engagement of TCM students: a structural equation modeling and multi-criteria decision-making framework

Influence of adversity quotient, emotional support, mental toughness and blunt sensitivity on college students' well-being: A framework based on structural equation modeling and multi-criteria decision-making

International market entry strategy analysis with hybrid fuzzy multi-criteria decision-making methods

Navigating Global Agri-food Markets: An Entropy-Based TOPSIS Approach for Strategic Diversification of Türkiye’s Dried Apricot Exports

An assessment of target markets for Türkiye's sea bass (Dicentrarchus labrax) exports: The CAPMA technique approach