A Hybrid Fuzzy Approach Using AHP and Topsis Methods to Prioritize the Export Target Markets of Pistachio in Iran, Yazd

Today, commercial enterprises have to interact with global markets in order to keep ahead of the competition. Basically, to reduce the national dependence on oil and gas exports, indeed we need meticulous attention to non-oil exports in Iran. The current study intends to prioritize the target markets of Iran’s pistachio by using qualitative and quantitative factors. The quantitative indices are derived from each target market through FAO and TRADEMAP statistical reports. The quality indicators include political, market potential, economic, cultural, legal and infrastructural factors which come from the experts of Yazd province by using paired comparisons questionnaire, therefore a numerical value was given to each quality description. According to the results, by using fuzzy TOPSIS approach, the export destinations in order of priority are Hong Kong, Germany, Luxembourg, Russia, Spain, China, the Netherlands, Italy, France and Belgium.