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Analitik Ağ Süreci Yaklaşımı ile Türkiye’de Beyaz Eşya Sektörünün Pazar Payı Tahmini = Estimating Market Share of White Goods Sector in Turkey with Analytic Network Process

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Author(s): Nesrin ALPTEKİN

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 11;
Issue: 1;
Start page: 18;
Date: 2010;
Original page

Keywords: Analitik Ağ Süreci | Pazar Payı | Beyaz Eşya Sektörü | Analytic Network Process | Market Share | White Goods Sector

ABSTRACT
In this paper, it is tried to predict the market shares of the largest three companies in the white goods sector in Turkey through the use of the analytic network process. These companies are highly competitive in the white goods sector. To attract new customers and to retain the current ones, they have to compete by setting reasonable prices, produce high quality products and expand their service networks. In line with the sequence of analytic network process, first of all, an estimation of market share problem has been structured and modeled. Next, it is assessed the importance of the factors affected the market share and it is estimated the market shares of the white goods companies in Turkey using analytic network process. The estimated market share values have been compared with actual ones for the validation of the decision model.

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