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

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.