Multi-criteria ranking of available forms of promotional activities: A case analysis

Abstract

This paper presents an analysis of the case of multicriteria choice of promotion form for a product group, in one large retail chain. The following forms of promotion were available: commercial propaganda, personal selling, sales promotion, publicity, public relations and direct marketing. The selection was made on the basis of five criteria: the effects of a given form of promotion, the costs of a given form of promotion, the compliance of a given form of promotion with consumer preferences, the appropriateness of a given form of promotion in relation to the promotion of competition and the engagement of human resources for a given form of promotion. The problem of multicriteria analysis was solved with the VIKOR method. The initial decision table and criteria weights were determined using the expert method, in which the opinions of ten experts from the observed company were taken. In this way, subjectivity in these initial procedures is reduced. The final conclusion is that in the promotion of the analyzed product group, publicity should be used to the fullest extent possible, economic propaganda should be applied in accordance with financial possibilities, and most attention and energy should be directed towards sales promotion activities.

A Fahp and Vikor Method for Evaluation of the Financial Performance of Agriculture Companies Listed on the Belgrade Stock Exchange

“…The VIKOR method ("VlseKriterijumska Optimizacija I Kompromisno Resenje") is recognizable by its frequent use in multi-criteria ranking and its usefulness when it comes to finding solutions for various variants of decision-making problems (Rajković et al, 2020). The application of the VIKOR method for multi-criteria ranking is based on the i Q metric presented as follows:…”

The Effect of Retail Market Concentration on Development of Electronic Retailing in the Danube Region

“…Some research (Borkar, 2020;Kordrostami & Rahmani, 2020;Zarie et al, 2020;Wu et al, 2020;Palalic et al, 2020) show that the development of the traditional retail market and strengthening the position of retailers in the market resulted in a steady expansion of the use of technology and the development of electronic retailing in retailers' business. Retailers "strengthen their market share and market power, and at the same time increase retail market concentration" (Rajkovic et al, 2020;Vucenovic, 2018;Lovreta et al, 2016;Kozlenkova et al, 2015;Banyte et al, 2011). The research by Hugins et al, (2020) states that in the next five years, the share of e-retailing in total sales revenue in the USA will amount to over 50 %.…”