Target Market Selection in Agricultural Machinery Exports with BWM Based WASPAS Method | ||
| Journal of Agricultural Science and Technology | ||
| Articles in Press, Accepted Manuscript, Available Online from 16 November 2025 PDF (557.38 K) | ||
| Document Type: Original Article | ||
| Authors | ||
| Fatma ÇİFTCİ* 1; Gökçe Bahar Gürbüzer2 | ||
| 1KTO Karatay University, Faculty of Engineering and Natural Sciences, Department of Industrial Engineering | ||
| 2Department of International Trade and Logistics, Faculty of Economics, Administrative and Social Sciences KTO Karatay University, Konya, Türkiye. | ||
| Abstract | ||
| The selection of export target market is not only based on marketing-mix elements its also effected by internal factors such as market share, expected profits or long-term strategy and external economic, political and environmental factor. Target‐market selection is a strategically critical decision for companies, and this decision‐making process can be conducted more systematically and objectively using multi‐criteria decision‐making (MCDM) techniques. In this context, MCDM methods offer an analytical approach that enables the selection of the most suitable alternative based on multiple criteria. In this study, an integrated MCDM model is proposed for companies to analyze their target markets. The empirical setting comprises 89 agricultural machinery enterprises exporting from Konya. Within the decision process, the importance weights of nine criteria were determined using the Best–Worst Method, revealing that Current Market Volume, Economic Structure and Future Expectations, and Agricultural Land and Climate are the most critical criteria in that order. Potential target‐market alternatives were then evaluated using the WASPAS (Weighted Aggregated Sum Product Assessment) method. According to the analysis results, Russia emerged as the most suitable target market for the study region. | ||
| Keywords | ||
| Agricultural Machinery Exports, Best-Worst Method, Target Market Selection, WASPAS Method | ||
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