Review and Prioritization of the Various Methods of Advertising on Meat Products Matrix Analytic Hierarchy Method (AHP): a Case Study of Sausages and Salami
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2015, Vol 9, Issue 4
Abstract
Nowadays it cannot to be considered that the advertising is only as a tool to increase company sales. Fast development of mass communication tools and added new mediums to advertising mediums have been introduced the advertising as a key element in the success or failure of a company. Due to the intense competition between companies and the fast growth of markets and changes in consumer behavior, advertising is taken into consideration as a major tool to create consumer awareness of products and services. Thus, in order to choose the best advertising method for meat products (sausages and salami), comments of 500 Shiraz citizens are collected by answering the questionnaire and used in data analysis by Analytical Hierarchy Process (AHP). After gathering the necessary data, by synthesis the comments of respondents through arithmetic mean, the pairwise comparison matrix of criteria and priorities was formed to estimate the relative weights of them to achieve the goals of "the best method of advertising". The results indicate with respect to citizen viewpoints, the mediums advertisement, the street billboards, the advertising brochures, the advertising kiosks, and the purchase awards have the highest degree of importance with weight 0.430, 0.238, 0.139, 0.098 and 0.096, respectively. JEL Classification: C61, M37, Q11.
Authors and Affiliations
Ahmad Fattahi Ardakni| Assistance Professor of Agricultural economics of Ardakan University, Iran., Sara Esfandi *| Master student of Agricultural economics of Ardakan University, Iran. email: s.esfandi.7@gmail.com, Masoud Fehresti Sani| Assistance Professor of Agricultural economics of Ardakan University, Iran.
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