IDEAS home Printed from https://ideas.repec.org/a/ids/ijores/v24y2015i3p262-278.html
   My bibliography  Save this article

Target market selection based on market segment evaluation: a multiple attribute decision making approach

Author

Listed:
  • Mohammad Hasan Aghdaie
  • Maryam Alimardani

Abstract

Target market selection is one of the most important marketing decisions for many companies. Besides, many other decisions of an organisation such as market mix, procurement and distribution channels are affected by this decision. An appropriate target market selection is performed upon market segment evaluation results and considering many factors such as segment size, number of competitors, risk and profitability. Moreover, multiple-attribute decision making (MADM) tools are used as a natural approach for evaluating alternatives with respect to conflict criterion, and target market selection can be considered as an MADM problem. To this end, a novel hybrid MADM method including AHP and TOPSIS is proposed to elicit a suitable target market. More precisely, AHP is derived to calculate each criterion's weight and TOPSIS is applied to rank target market alternatives from the best to the worst ones. Additionally, a case study is presented to validate the developed framework.

Suggested Citation

  • Mohammad Hasan Aghdaie & Maryam Alimardani, 2015. "Target market selection based on market segment evaluation: a multiple attribute decision making approach," International Journal of Operational Research, Inderscience Enterprises Ltd, vol. 24(3), pages 262-278.
    • Handle: RePEc:ids:ijores:v:24:y:2015:i:3:p:262-278
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=72231
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. METİN, İsmail, 2023. "International Target Market Selection Using Entropy and Multi-Moora Methods through a Case Study," OSF Preprints 23yrh, Center for Open Science.
    2. Kumar, Anil & Luthra, Sunil & Khandelwal, Dinesh Kumar & Mehta, Rajneesh & Chaudhary, Nityanand & Bhatia, Sukhdev, 2017. "Measuring and improving customer retention at authorised automobile workshops after free services," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 93-102.
    3. AKPINAR, Muhammet Enes, 2023. "Entropi ve Multi-Moora Yöntemlerini Kullanarak Bir Vaka Analizi ile Uluslararası Hedef Pazar Seçimi," OSF Preprints umgt9, Center for Open Science.
    4. Deaza, José Armando & Díaz, Néstor Fabián & Castiblanco, Suelen Emilia & María Inés Barbosa, Universidad de La Salle, 2020. "International market selection models: a literature review," Revista Tendencias, Universidad de Narino, vol. 21(2), pages 191-217, July.

    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:ids:ijores:v:24:y:2015:i:3:p:262-278. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=170 .

    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.