تلفیق تحلیل عاملی و تکنیک رویکرد ترکیبی (AHP-TOPSIS)جهت رتبه‌بندی معیارها و ارزیابی عوامل مؤثر بر برند
محورهای موضوعی :
مدیریت صنعتی
Amir Nayeb Gogani
1
,
Sina Chartab Jabari
2
,
Mahdi Yousefi Nejad Attari
3
1 - PhD. Student, Faculty of Industrial and Mechanical Engineering, Qazvin branch, Islamic Azad University, Qazvin, Iran
2 - MSc. Student, Department of Management, Tabriz branch, Islamic Azad University, Tabriz, Iran
3 - Department of industrial engineering, Azad University, Bonab branch, Bonab, Iran
تاریخ دریافت : 1396/10/16
تاریخ پذیرش : 1396/10/16
تاریخ انتشار : 1393/10/01
کلید واژه:
brand,
factor analysis,
تحلیل عاملی,
برند,
عوامل مؤثر بر برند,
نان پاکارد,
AHP-TOPSIS,
Factors influencing brands,
bread Packard,
چکیده مقاله :
امروزه ﺷﺨﺼﻴﺖ ﺑﺮﻧﺪ، هسته‌ی ﻣﺮﻛﺰﻱ ﻭ نزدیک‌ترین ﻣﺘﻐﻴﺮ ﺩﺭ تصمیم‌گیری ﻣﺸﺘﺮیان ﺩﺭ ﻫﻨﮕﺎﻡ ﺍﻧﺘﺨﺎﺏ است. ﺑﺮﻧﺪﻳﻨﮓ ﺩﺭ صنایع غذایی ایران ﭘﺪﻳﺪهﺍﻱ ﻧﻮﻇﻬﻮﺭ است. هدف این مقاله بررسی و شناسایی عوامل مؤثر بر برند با در نظر گرفتن جامعه آماری ۱۵۰ نفر از مشتریان کارخانه نان صنعتی پاکارد در سطح شهر تبریز می‌باشد که به روش نمونه‌گیری در دسترس انتخاب‌شده است. در این مقاله سعی شده با استفاده از روش تحلیل عاملی و تکنیک رویکرد ترکیبی (AHP-TOPSIS) در نرم‌افزارهای SPSS و EXCEL چارچوبی ارائه گردد تا شباهت‌ها و تفاوت‌های موجود بین نظرات مصرف‌کنندگان درزمینه عوامل مؤثر بر برند مورد تحلیل قرار گیرد.یافته‌های ارائه‌شده نشان می‌دهد، مؤثرترین عامل در قدرت برند نقش مدیریتی و کم اثرترین عامل گرایش‌ها سیاسی مشتریان می‌باشد.
چکیده انگلیسی:
Nowadays, the brand personality is core and closest variable in customers’ decision making. Branding in the food industry of Iran is emerging phenomenon. This paper aims to investigate the effective factors on brand regarding the target population of 150 customers of Packard industrial bread factory in the city of Tabriz who is selected through available sampling method. In this paper, using factor analysis and combinatory approach (AHP-TOPSIS) in SPSS and EXCEL, a framework proposed in order to analyze the similarities and differences among consumers’ point of views about the effective factors on the brand. Findings show that management and customers’ political tendencies are the most effective and the least effective factors in the power of brand respectively.
منابع و مأخذ:
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Briss, N. and Camp, R. and Selengar, R.( 2003) Psychological Data Analysis Using SPSS.
Budac, C., & Baltador, L. (2013). The Value of Brand Equity. Procedia Economics and Finance, 6, 444-448.
Kim john Ann and Muller Charles.( 2004) Using Factor Analysis in Social Research.
Kinnear PR, Gray CD.( 2004) SPSS 12 Made Simple. New York: Psychology Press.
Lattin, J. M., Carroll, J. D., & Green, P. E. (2003). Analyzing multivariate data. Pacific Grove, CA: Thomson Brooks/Cole.
Leung, P., Muraoka, J., Nakamoto, S. T., & Pooley, S. (1998). Evaluating fisheries management options in Hawaii using analytic hierarchy process (AHP). Fisheries Research, 36(2), 171-183.
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Raj Devasagayam, P., Buff, C. L., Aurand, T. W., & Judson, K. M. (2010). Building brand community membership within organizations: a viable internal branding alternative?. Journal of Product & Brand Management, 19(3), 210-217.
Rao, R. V., & Davim, J. P. (2008). A decision-making framework model for material selection using a combined multiple attributes decision-making method. The International Journal of Advanced Manufacturing Technology, 35(7-8), 751-760.
Roudposhti,A ,(2014). Evaluation Impact of the Brand on the Marketing Performance of Firms: International Journal of Business and Behavioral Sciences Vol. 4, No.5; May 2014.
Saaty, T. L. (1980). The Analytic (Hierarchy) Process, New York, St. Louis ua.
Sharma, S. (1996) Applied multivariate techniques: john wiley & sons.
Shih, H. S., Shyur, H. J., & Lee, E. S. (2007). An extension of TOPSIS for group decision making. Mathematical and Computer Modelling, 45(7), 801-813.
Tsaur, S. H., Chang, T. Y., & Yen, C. H. (2002). The evaluation of airline service quality by fuzzy MCDM. Tourism management, 23(2), 107-115.
Venkata Rao, R. (2008). Evaluating flexible manufacturing systems using a combined multiple attribute decision making method. International Journal of Production Research, 46(7), 1975-1989.
Wang, Y. J. (2008). Applying FMCDM to evaluate financial performance of domestic airlines in Taiwan. Expert Systems with Applications, 34(3), 1837-1845.
Wang, Y. L., & Tzeng, G. H. (2012). Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods. Expert Systems with Applications, 39(5), 5600-5615.
Woodside, A. G., & Walser, M. G. (2007). Building strong brands in retailing. Journal of Business Research, 60(1), 1-10.
Zhang, J., Wu, D., & Olson, D. L. (2005). The method of grey related analysis to multiple attribute decision making problems with interval numbers. Mathematical and computer modelling, 42(9), 991-998.
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Angeloni, S. (2016). A tourist kit ‘made in Italy’: An ‘intelligent’system for implementing new generation destination cards. Tourism Management, 52, 187-209.
Briss, N. and Camp, R. and Selengar, R.( 2003) Psychological Data Analysis Using SPSS.
Budac, C., & Baltador, L. (2013). The Value of Brand Equity. Procedia Economics and Finance, 6, 444-448.
Kim john Ann and Muller Charles.( 2004) Using Factor Analysis in Social Research.
Kinnear PR, Gray CD.( 2004) SPSS 12 Made Simple. New York: Psychology Press.
Lattin, J. M., Carroll, J. D., & Green, P. E. (2003). Analyzing multivariate data. Pacific Grove, CA: Thomson Brooks/Cole.
Leung, P., Muraoka, J., Nakamoto, S. T., & Pooley, S. (1998). Evaluating fisheries management options in Hawaii using analytic hierarchy process (AHP). Fisheries Research, 36(2), 171-183.
Major, B., & McLeay, F. (2014). 15 The UK ‘grey’market’s holiday experience. Contemporary Tourist Experience: Concepts and Consequences, 27, 255.
Meulman, J. J., & Heiser, W. J. (2005). SPSS Categories 14. Chicago, IL: SPSS Inc. Available via SPSS at http://www. Spss. com/ SPSS Categories, 14.Chicago
Negahban, A. (2004) Research Method Using Questionnaire, SPSS 11. Tehran: Jahad Daneshghahi publication.
Olson, D. L. (2004). Comparison of weights in TOPSIS models. Mathematical and Computer Modelling, 40(7), 721-727.
Raj Devasagayam, P., Buff, C. L., Aurand, T. W., & Judson, K. M. (2010). Building brand community membership within organizations: a viable internal branding alternative?. Journal of Product & Brand Management, 19(3), 210-217.
Rao, R. V., & Davim, J. P. (2008). A decision-making framework model for material selection using a combined multiple attributes decision-making method. The International Journal of Advanced Manufacturing Technology, 35(7-8), 751-760.
Roudposhti,A ,(2014). Evaluation Impact of the Brand on the Marketing Performance of Firms: International Journal of Business and Behavioral Sciences Vol. 4, No.5; May 2014.
Saaty, T. L. (1980). The Analytic (Hierarchy) Process, New York, St. Louis ua.
Sharma, S. (1996) Applied multivariate techniques: john wiley & sons.
Shih, H. S., Shyur, H. J., & Lee, E. S. (2007). An extension of TOPSIS for group decision making. Mathematical and Computer Modelling, 45(7), 801-813.
Tsaur, S. H., Chang, T. Y., & Yen, C. H. (2002). The evaluation of airline service quality by fuzzy MCDM. Tourism management, 23(2), 107-115.
Venkata Rao, R. (2008). Evaluating flexible manufacturing systems using a combined multiple attribute decision making method. International Journal of Production Research, 46(7), 1975-1989.
Wang, Y. J. (2008). Applying FMCDM to evaluate financial performance of domestic airlines in Taiwan. Expert Systems with Applications, 34(3), 1837-1845.
Wang, Y. L., & Tzeng, G. H. (2012). Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods. Expert Systems with Applications, 39(5), 5600-5615.
Woodside, A. G., & Walser, M. G. (2007). Building strong brands in retailing. Journal of Business Research, 60(1), 1-10.
Zhang, J., Wu, D., & Olson, D. L. (2005). The method of grey related analysis to multiple attribute decision making problems with interval numbers. Mathematical and computer modelling, 42(9), 991-998.
