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4246. Modeling of Stochastic UTAdis and its application in a DSS addressing agrofoood marketing decisions
Invited abstract in session TA-44: Robustness analysis in MCDA 2, stream Multiple Criteria Decision Analysis.
Tuesday, 8:30-10:00Room: 20 (building: 324)
Authors (first author is the speaker)
| 1. | Nikos Tsotsolas
|
| Business Administration, Univeristy of West Attica |
Abstract
A DSS has been developed to support B2B marketing strategy regarding agrofood products based on previous buying decisions. The DSS collects data directly from a blockchain B2B platform, which supports the whole procurement process from farm to fork. These marketing decisions refer to the determination of values of products’ characteristics, such as price, quality, certifications, logistics, for a better market placement of a specific product. Following the aggregation-disaggregation approach the preference models of different buyers are elicited based on their buying behavior of competitive products. The present research discusses the modeling and application in the DSS of a specific form of UTAdis method, which encompasses the notions of Stochastic UTA in order to deal with several evaluations of products characteristics in various B2B negotiations and transactions that lead to different buying decisions. The modified method is called Stochastic UTAdis and its application allow the users of the DSS to evaluate different marketing mix scenarios resulting to the allocation of a product into three predefined buying decision categories.
Keywords
- Decision Support Systems
- Marketing
- Stochastic Models
Status: accepted
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