A Multi-Criteria Decision Model For Turkish Soft Drink Industry

Abstract

Summary: This research is based on quantifying consumer preference in soft drink industry for a cola brand by using an integrated multi-criteria decision aid approach. The analytic network process model is used to conduct a comprehensive evaluation of the problem on hand. In accordance with the sequence of decision making process, after structuring the problem and constructing the decision model, a quantitative analysis is conducted in order to assess the importance of the related factors and predict the market shares of the key players in the industry. Predicted values are compared with actual ones for validation of the whole process. The assessed importance of the factors, in a valid model, would be a potential competitive advantage for the key players in the industry.