Designing a Model for Evaluating Marketing Channels based on the Fuzzy Best-Worst and Fuzzy EDAS Methods

Evaluation of marketing channels is a very important and complex task, so far no comprehensive model has been presented in this regard. The present study aims to provide a decision framework for evaluating marketing channels.
With extensive study of literature, effective indicators were identified in the evaluation of marketing channels. Then, the newest multi-criteria decision-making method, fuzzy best-worst method was used to calculate the relative importance of indices. In addition, Fuzzy EDAS technique was applied as a multi-attribute decision-making method to rank distribution strategies in marketing channels. The statistical population of this research consists of directors and experts in the food industry, which due to their limited number, sampling was not performed.
Eight criteria were identified for evaluating marketing distribution channels, including trust, conflict, display, delivery, information exchange, product return cost, coordination cost, and profitability as well. Six types of marketing channels are: highlighting the importance of the sales team, expanding the sales team, distributing value added, ordinary distributors, the exclusive web channel, and the shared web channel.
According to the result of research conducted by a food company, the strategy of expanding the sales team has first ranked among other strategies.