Applying MCDM Technique in analyzing the effect of promotion items based on online shopping factors : a case study

Ajripour, Iman: Applying MCDM Technique in analyzing the effect of promotion items based on online shopping factors : a case study. In: Proceedings of the European Union’s Contention in the Reshaping Global Economy. pp. 9-27. (2020)

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Abstract

Developing technology causes companies in a market to compete with each other in challenging ways. In addition to a holistic marketing concept which focuses on the needs of target markets and delivering superior value, marketing should be adapted with new technology to fulfill consumer needs. Although many strategies have been introduced for marketing, digital marketing or marketing 4.0 is a new generation of marketing that engages with the audience through digital tools. These days, online shopping is only too popular among consumers. Many factors which affect customer decision during online shopping have been explored. In this paper, the effect of promotion items in online shopping will be explained. The main aim of this paper is to apply a multi-criteria decision-making technique in prioritizing eleven promotion items by considering five online customer shopping criteria. The novelty of this paper is to apply PROMETHEE II (Preference Ranking Organization METHod for Enrichment of Evaluations) in analyzing the effect of promotion items based on online shopping criteria. PROMETHEE II completely prioritizes discrete alternatives. A case study is conducted in a home appliance company in Iran.

Item Type: Article
Heading title: Business and marketing
Journal or Publication Title: Proceedings of the European Union’s Contention in the Reshaping Global Economy
Date: 2020
ISBN: 978-963-306-772-7
Page Range: pp. 9-27
Language: angol
Event Title: The European Union’s Contention in the Reshaping Global Economy (2020) (Szeged)
Related URLs: http://acta.bibl.u-szeged.hu/id/eprint/71537
DOI: https://doi.org/10.14232/eucrge.2020.proc.1
Uncontrolled Keywords: Marketing, Fogyasztói magatartás, Döntéshozatal
Additional Information: Bibliogr.: p. 22-26. ; összefoglalás angol nyelven
Subjects: 05. Social sciences
05. Social sciences > 05.02. Economics and business
Date Deposited: 2021. Jan. 12. 08:01
Last Modified: 2021. Jan. 12. 08:01
URI: http://acta.bibl.u-szeged.hu/id/eprint/71538

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