Open Access Articles

Prioritizing Marketing Mix Components (7P) with Multi-Criteria Decision-Making Methods (Case Study: Abyek Cement Company, Alborz Province)

Authors

Mohammad Zandieh Shirazi * Department of Industrial Engineering, Technical and Engineering Faculty, Islamic Azad University, Science and Research Unit, Tehran, Iran.
Nasim Ghodrati Department of Industrial Engineering, Technical and Engineering Faculty, Islamic Azad University, Science and Research Unit, Tehran, Iran.

https://doi.org/10.22105/raise.v1i4.63

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Abstract

The purpose of this study is to prioritize the components of the marketing mix (7P) using Multi-Criteria Decision-Making (MCDM) methods in Abyek cement company, located in Alborz province. The research follows a descriptive survey methodology with an applied orientation. Data collection was conducted through field studies and questionnaire distribution. The first questionnaire aimed to determine the significance of key marketing mix variables using the Fuzzy Analytic Hierarchy Process (FAHP) in the form of a pairwise comparison matrix. The second questionnaire was designed to prioritize the marketing mix components by employing the TOPSIS method through a decision matrix. The findings indicate that product ranks first in priority, followed by place, promotion, price, process, people (Customers), and finally, physical evidence.

Keywords

Marketing mix (7P) Fuzzy analytic hierarchy process Multi-criteria decision-making TOPSIS

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Published 2024-10-04
Issue Vol. 1 No. 4 (2024): Research Annals of Industrial and Systems Engineering
Section Articles
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How to Cite

Zandieh Shirazi, M. ., & Ghodrati, N. . (2024). Prioritizing Marketing Mix Components (7P) with Multi-Criteria Decision-Making Methods (Case Study: Abyek Cement Company, Alborz Province). Research Annals of Industrial and Systems Engineering, 1(4), 214-225. https://doi.org/10.22105/raise.v1i4.63

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