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

Yıl 2024, Cilt: 9 Sayı: 3, 369 - 382, 30.09.2024

Hüseyin Fatih Atlı

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

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

Etik Beyan

Bu çalışmanın hazırlanma sürecinde bilimsel ve etik ilkelere uyulduğu ve yararlanılan tüm çalışmaların kaynakçada belirtildiği beyan olunur.

Destekleyen Kurum

Bu araştırmayı desteklemek için dış fon kullanılmamıştır.

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

Öz

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.

Anahtar Kelimeler

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

Etik Beyan

It is declared that scientific and ethical principles have been followed while carrying out and writing this study and that all the sources used have been properly cited.

Destekleyen Kurum

The author(s) acknowledge that they received no external funding in support of this research.

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