IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2018i1p88-d192891.html
   My bibliography  Save this article

A New Method for Agricultural Market Share Assessment

Author

Listed:
  • Alina Popa

    (The Doctoral School, The Bucharest University of Economic Studies, Bld. Dacia 41, 010404 Bucharest, Romania)

  • Shahrazad Hadad

    (UNESCO Department for Business Administration, The Bucharest University of Economic Studies, Calea Grivitei 2-2A, 010731 Bucharest, Romania)

  • Robert Paiusan

    (Department of Finance, The Bucharest University of Economic Studies, Mihail Moxa Str., 5–7, 010961 Bucharest, Romania)

  • Marian Nastase

    (Department of Management, The Bucharest University of Economic Studies, Caderea Bastiliei Str. 2–10, 010374 Bucharest, Romania)

Abstract

The Romanian market for plant protection products (PPP) is fragmented, dispersed, and very competitive. In recent years, there has been a constant decrease of farmers’ profitability, which has cascaded into the distribution of pesticides, fertilizers, and seeds. Since the structure of any market is dynamic over time, companies can determine the effectiveness of their different marketing strategies using analytical tools. As an alternative to econometric tools for predicting the market share in the farming industry, we propose the analytic network process (ANP) model, in which the market share is described as a network of nodes and clusters. Domain experts validate the ANP structure with respect to criteria and alternatives. The model allows the quantification of qualitative judgments provided by either experts or customers, through the highest eigenvalues. The eigenvalues are then further aggregated to deliver conclusive scores for the distribution of a particular market among competitors. The purpose of this research is twofold: (1) to develop an ANP-based tool for analyzing the competitive position (market share) of a company and (2) to help companies use the new tool in order to improve their business. The paper is of interest to PPP distributors, PPP manufacturers, customers, and policy-makers. The first two categories of stakeholders can use the analysis to better direct their marketing efforts, the customers can use it to select their providers, and the policy-makers can use it to evaluate and improve the control of PPP.

Suggested Citation

  • Alina Popa & Shahrazad Hadad & Robert Paiusan & Marian Nastase, 2018. "A New Method for Agricultural Market Share Assessment," Sustainability, MDPI, vol. 11(1), pages 1-13, December.
    • Handle: RePEc:gam:jsusta:v:11:y:2018:i:1:p:88-:d:192891
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/1/88/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/1/88/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. King, Robert P. & Hand, Michael S. & DiGiacomo, Gigi & Clancy, Kate & Gomez, Miguel I. & Hardesty, Shermain D. & Lev, Larry & McLaughlin, Edward W., 2010. "Comparing the Structure, Size, and Performance of Local and Mainstream Food Supply Chains," Economic Research Report 246989, United States Department of Agriculture, Economic Research Service.
    2. Fok, Dennis & Franses, Philip Hans, 2001. "Forecasting market shares from models for sales," International Journal of Forecasting, Elsevier, vol. 17(1), pages 121-128.
    3. Liu, Fuh-Hwa Franklin & Hai, Hui Lin, 2005. "The voting analytic hierarchy process method for selecting supplier," International Journal of Production Economics, Elsevier, vol. 97(3), pages 308-317, September.
    4. Govindan, Kannan & Kaliyan, Mathiyazhagan & Kannan, Devika & Haq, A.N., 2014. "Barriers analysis for green supply chain management implementation in Indian industries using analytic hierarchy process," International Journal of Production Economics, Elsevier, vol. 147(PB), pages 555-568.
    5. Wu, Cheng-Shiung & Lin, Chin-Tsai & Lee, Chuan, 2010. "Optimal marketing strategy: A decision-making with ANP and TOPSIS," International Journal of Production Economics, Elsevier, vol. 127(1), pages 190-196, September.
    6. Vaidya, Omkarprasad S. & Kumar, Sushil, 2006. "Analytic hierarchy process: An overview of applications," European Journal of Operational Research, Elsevier, vol. 169(1), pages 1-29, February.
    7. Adriana AGAPIE & Constantin BRĂTIANU, 2011. "Survey Design Using Individual Numerical Scales In The Framework Of Analytic Hierarchy Processes," Management & Marketing, Economic Publishing House, vol. 6(2), Summer.
    8. Saaty, Thomas L., 1994. "Highlights and critical points in the theory and application of the Analytic Hierarchy Process," European Journal of Operational Research, Elsevier, vol. 74(3), pages 426-447, May.
    9. Mendes, Paulo & Leal, José Eugênio & Thomé, Antônio Márcio Tavares, 2016. "A maturity model for demand-driven supply chains in the consumer product goods industry," International Journal of Production Economics, Elsevier, vol. 179(C), pages 153-165.
    10. Rajagopal & A Rajagopal, 2009. "Buyer–supplier relationship and operational dynamics," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(3), pages 313-320, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vincent F. Yu & Hsiu-I Ting, 2009. "Identifying key factors affecting consumers' choice of wealth management services: an AHP approach," The Service Industries Journal, Taylor & Francis Journals, vol. 31(6), pages 929-939, May.
    2. Rahul S. Mor & Arvind Bhardwaj & Sarbjit Singh, 2019. "Integration of SWOT-AHP Approach for Measuring the Critical Factors of Dairy Supply Chain," Logistics, MDPI, vol. 3(1), pages 1-14, February.
    3. Dong, Yucheng & Xu, Yinfeng & Li, Hongyi & Dai, Min, 2008. "A comparative study of the numerical scales and the prioritization methods in AHP," European Journal of Operational Research, Elsevier, vol. 186(1), pages 229-242, April.
    4. Madjid Tavana & Mehdi Soltanifar & Francisco J. Santos-Arteaga, 2023. "Analytical hierarchy process: revolution and evolution," Annals of Operations Research, Springer, vol. 326(2), pages 879-907, July.
    5. Liu, W.B. & Zhang, D.Q. & Meng, W. & Li, X.X. & Xu, F., 2011. "A study of DEA models without explicit inputs," Omega, Elsevier, vol. 39(5), pages 472-480, October.
    6. Raharjo, Hendry & Xie, Min & Brombacher, Aarnout C., 2009. "On modeling dynamic priorities in the analytic hierarchy process using compositional data analysis," European Journal of Operational Research, Elsevier, vol. 194(3), pages 834-846, May.
    7. A. Noorul Haq & Varma Boddu, 2017. "Analysis of enablers for the implementation of leagile supply chain management using an integrated fuzzy QFD approach," Journal of Intelligent Manufacturing, Springer, vol. 28(1), pages 1-12, January.
    8. S. Vijayakumar Bharathi, 2017. "Prioritizing and Ranking the Big Data Information Security Risk Spectrum," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 18(3), pages 183-201, September.
    9. Mangla, Sachin Kumar & Kumar, Pradeep & Barua, Mukesh Kumar, 2015. "Risk analysis in green supply chain using fuzzy AHP approach: A case study," Resources, Conservation & Recycling, Elsevier, vol. 104(PB), pages 375-390.
    10. Jakub Brzostowski & Ewa Roszkowska & Tomasz Wachowicz, 2012. "Using an Analytic Hierarchy Process to develop a scoring system for a set of continuous feasible alternatives in negotiation," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 22(4), pages 21-40.
    11. Kheybari, Siamak & Rezaie, Fariba Mahdi & Farazmand, Hadis, 2020. "Analytic network process: An overview of applications," Applied Mathematics and Computation, Elsevier, vol. 367(C).
    12. Tereza Aubrechtová & Eva Semančíková & Pavel Raška, 2020. "Formulation Matters! The Failure of Integrating Landscape Fragmentation Policy," Sustainability, MDPI, vol. 12(10), pages 1-21, May.
    13. Yagmur, Levent, 2016. "Multi-criteria evaluation and priority analysis for localization equipment in a thermal power plant using the AHP (analytic hierarchy process)," Energy, Elsevier, vol. 94(C), pages 476-482.
    14. Wolfgang Ossadnik & Stefanie Schinke & Ralf H. Kaspar, 2016. "Group Aggregation Techniques for Analytic Hierarchy Process and Analytic Network Process: A Comparative Analysis," Group Decision and Negotiation, Springer, vol. 25(2), pages 421-457, March.
    15. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    16. Guido C. Guerrero-Liquet & Santiago Oviedo-Casado & J. M. Sánchez-Lozano & M. Socorro García-Cascales & Javier Prior & Antonio Urbina, 2018. "Determination of the Optimal Size of Photovoltaic Systems by Using Multi-Criteria Decision-Making Methods," Sustainability, MDPI, vol. 10(12), pages 1-18, December.
    17. Banai, Reza, 2010. "Evaluation of land use-transportation systems with the Analytic Network Process," The Journal of Transport and Land Use, Center for Transportation Studies, University of Minnesota, vol. 3(1), pages 85-112.
    18. Pishchulov, Grigory & Trautrims, Alexander & Chesney, Thomas & Gold, Stefan & Schwab, Leila, 2019. "The Voting Analytic Hierarchy Process revisited: A revised method with application to sustainable supplier selection," International Journal of Production Economics, Elsevier, vol. 211(C), pages 166-179.
    19. Nina Almasifar & Tülay Özdemir Canbolat & Milad Akhavan & Roberto Alonso González-Lezcano, 2021. "Proposing a New Methodology for Monument Conservation “SCOPE MANAGEMENT” by the Use of an Analytic Hierarchy Process Project Management Institute System and the ICOMOS Burra Charter," Sustainability, MDPI, vol. 13(23), pages 1-13, November.
    20. Jitendar Kumar Khatri & Bhimaraya Metri, 2016. "SWOT-AHP Approach for Sustainable Manufacturing Strategy Selection: A Case of Indian SME," Global Business Review, International Management Institute, vol. 17(5), pages 1211-1226, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2018:i:1:p:88-:d:192891. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.