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

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.