TARGET MARKET SELECTION IN FRESH FRUIT-VEGETABLE SECTOR USING FUZZY VIKOR METHOD

Purpose- Companies have to open up to new markets in order to develop and increase their competitiveness in the face of globalization and technological revolution. Target market selection is an important issue that needs to be addressed with priority in terms of efficient use of resources. Methodology- The problem of market selection is a multi-criteria decision-making problem due to its nature which requires the evaluation of different and sometimes conflicting criteria in the decision-making process. In real life problems decision makers’ choices and point of views can be vague which led to the development of fuzzy methods. The Fuzzy VIKOR method considers the uncertainties in the decisionmaking process, setting a compromise solution that provides the maximum group benefit for the majority and minimum individual regret for the opponent. Findings- In this study, Fuzzy VIKOR method is used to select primary market selection with the decision makers’ from 8 fresh fruitvegetable exporter companies and a compromise solution is found.Conclusion- In this study, Fuzzy VIKOR method is used to determine the target market selection for fresh fruit-vegetable companies. As a result of the evaluations made with the 8 exporting firms in the fresh fruit and vegetable sector, a compromise solution has been proposed as to which of the 5 target markets - UK, Netherlands, Saudi Arabia and Hong Kong - will be prioritized or the market will be selected in terms of expanding the existing market share.

Keywords:

Fuzzy Vikor, multicriteria decision making, market selection, target market analysis export,

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