Identification and Prioritizing Demand Chain Factors Based on Factor Analysis and TOPSIS

Document Type: Research Paper

Authors

1 Researcher at Iran Management and Productivity Study Center, Tehran, Iran

2 Department of Management, Tarbiat Modares University, Tehran, Iran

Abstract

The aim of this study was to represent effective components
in demand chain which help organizations attain high performance levels
through identification of these components and determining their
degree of importance. The following questions were major ideas of this
study: what are the most effective components in demand chain? And
how are they effective on organizational performance? To this end,
marketing components were used in nominal form. Data analysis was
conducted via inferential statistics and TOPSIS technique as well as
factor analysis. Given to the results, first 39 effective components on
demand chain were identified and then it was determined that three
components of price, products/services and process are effective in demand
chain through factor analysis approach. It showed that demand
prediction and diagnosis of consumers’ needs and demands, considering
population status of customers as well as attracting customer satisfaction,
price of products, price of market competitors, seasonal prices
and especial discounts, paying attention to the shape and appearance
of products, after-sale services, quality and design of products, brand
name, complementary products, product diversity, interests and preferences
of consumers, innovation, and utilization of modern techniques
in packaging can be the factors effective on the performance of demand
chain in organizations.

Keywords



Volume 1, Issue 4
Autumn 2015
Pages 31-57
  • Receive Date: 01 September 2014
  • Revise Date: 31 October 2014
  • Accept Date: 01 November 2014