search query: @author Siskos, Y. / total: 4
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| Author: | Siskos, Y. Matsatsinis, N. F. Baourakis, G. |
| Title: | Multicriteria analysis in agricultural marketing: The case of French olive oil market |
| Journal: | European Journal of Operational Research
2001 : VOL 130:2, p. 315-331 |
| Index terms: | AGRICULTURE MARKETING OILS AND FATS INDUSTRY |
| Language: | eng |
| Abstract: | The aim of this paper is to show the usefulness of multicriteria approach in analyzing consumer's preference data and its ability to support new product development processes by agricultural firms. The paper outlines The paper outlines first the philosophy of agricultural marketing. Several methodological issues in agricultural marketing are then presented through a state-of-the art survey. Then, the paper develops a consumer-based methodology to support product development decisions where the key-role is played to determine the preference model which explains a single consumer's ranking; a decision support system summarizes the analysis of the hole set of interviewed consumers to prescribe the ideal profile of a new product and to simulate its penetration strategy in the market. |
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