Prioritization of Dairy Companies Using Marketing Mix ElementsBased on Customer Satisfaction: A Case Study of Tabriz County of Iran

Increasing competition, product diversity, and raising public awareness have driven consumer demand into fundamental changes. Thus, maintaining and expanding the current market require the discovery of demands and the satisfaction of customers through the creation of necessary changes in the production system, quality, marketing and sales of products. Therefore, this study aimed at ranking seven dairy companies through the elements of marketing mix, based on customer satisfaction in Tabriz County of Iran. For this purpose, a combined method of DEMATEL-ANP multi-criteria decision-making was used to prioritize the concerned companies. The results showed that "product" was the most important criterion in providing customers with relative satisfaction; and price, place and promotion criteria were in the next priorities. It was also concluded that Pegah Dairy Company was ranked the first in providing dairy consumer satisfaction. Dairy companies of Kaleh and Mihan were ranked the second and third respectively, and Ramak, Kohsaran, Sutich and Pak companies were ranked next in terms of satisfying the customers' satisfaction with dairy products.