Investigation and Prioritization of Promotion among Retailers by AHP method - Case study: Ice cream industry

This study investigates the most effective method to promote the products among food retailers and supermarket owners. Owing to the wide variety of brands and the aggressive competition among food producers, it is essential that we choose an appropriate method to promote the products that enter stores.We intend to determine the most effective promotion mix among trailers through prioritizing three main promotion methods: personal selling, selling promotion, and joint advertisement between the producer and the retailer in the store. This act of prioritization of the three methods is performed regarding criteria of hierarchy model of decision making to purchase the product. Finally, AIDA, creation of awareness and attention, delight, and persuasion in the addressees to do the final purchase, proved to be the most efficient promotion mix among retailers. Moreover, a few elements of each promotion method were also selected and prioritized. This essay is a field study whose objectives are applied. The statistical society of the study was the entire food retailers of Shiraz which Ramak (Bita) ice-cream company intends to affect. The sample group of our study consisted of 250 retailers that existed in five regions of Shiraz.The data obtained from every region was analyzed separately using AHP method Expert Choice software. The findings of this essay indicated that promotion method was the first priority, and joint advertisement and personal selling were placed after.