Ranking the most effective marketing mix elements on the sales of Javid Darb company products: An AHP technique

Abstract

The purpose of this study is to rank the most important and effective marketing mix elements in the sales of Javid Darb Company’s product in the West Azerbaijan Province of Iran. Considering this issue, the Analytical Hierarchy Process (AHP) has been used as the evaluating method. Two questionnaires have been used in this study. The first one was designed with 26 questions to identify the most effective elements of marketing mix in the sale of the door industry. The research population consisted of 50 participants, who were all active as CEOs of the companies in the West Azerbaijan Province of Iran. The second questionnaire, based on the results of the first questionnaire, was designed for ranking of effective elements. The Population of this questionnaire is consisted of 54 CEO’s, Experts and Staff who were representatives of Javid Darb Company. Data was analyzed by SPSS software and reliability of questioner was determined by Cronbach’s Alpha Coefficient. The Coefficient value was 0.86, showing high ratability of the first questionnaire. Using paired comparison and analyzing them by Expert Choice, the final weight of each element of the marketing mix was determined and thus the final obtained weights were ranked accordingly. The results showed that the first four effective elements in order of priority were product, price, promotion and place.