The Journal "Agriculture and Forestry"
Časopis "Poljoprivreda i šumarstvo"
- Since 1955 -
Year 2024, Volume 70 Issue 3 (30.09.2024)
| Year : | 2024 |
| Volume : | 70 |
| Issue : | 3 (30.09.2024) |
| Authors : | Miroslav NEDELJKOVIĆ, Adis PUŠKA, Dragan PAMUČAR, Dragan MARINKOVIĆ |
| Title : | SELECTION OF AGRICULTURAL PRODUCT SALES CHANNELS USING FUZZY DOUBLE MEREC AND FUZZY RAWEC METHOD |
| Abstract : | When selling food products, it's important to choose the appropriate sales channel. These channels connect producers with consumers. The aim of this study was to select a channel for the sale of cabbage to end customers. In this paper, six different sales channels that are used in the Semberija region for the sale of cabbage were observed. These sales channels were evaluated using 11 different criteria. In order to choose the sales channel that best meets the set objectives, a fuzzy set approach was used. This approach was chosen because qualitative criteria were used and expert ratings were in the form of linguistic values. Based on the input of seven experts who are professors at agricultural faculties in Bijeljina, it was found that consumer habits were the most important criterion, followed by the criterion compliance with environmental standards, while the smallest weight value was given to the criterion delivery method. Using the RAWEC (Ranking of Alternatives with Weights of Criterion) method, it was shown that online sales yield the best results, after that follows Producer-sales agent-consumer , while according to experts, the sales channel is the best rated Producer-wholesaler-retailer-consumer. This is because various tools can be utilized on the Internet for selling agricultural products. Based on the conducted research, the contribution of this study lies in the selection of sales channels using the integration of the MEREC and RAWEC methods. |
| For citation : | Nedeljković, M., Puška, A., Pamučar, D., Marinković, D. (2024). Selection of agricultural product sales channels using fuzzy double MEREC and fuzzy RAWEC method. Agriculture and Forestry, 70 (3): 45-58. https://doi.org/10.17707/AgricultForest.70.3.03 |
| Keywords : | Sales Channels; Agricultural Products; fuzzy set; RAWEC method; MEREC method. |
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