Determining and ranking the factors affecting the sales ofpetrochemical products using the Analytic Hierarchy Process(AHP) (Case study of Assaluyeh petrochemical companies)

The needs and wants of customers in the market of petrochemicalproducts are changing drastically. The expansion of competition andsaturation of many markets and the constant changes in the environmentand population composition, companies were faced with the fact that,today, each customer has its own value and now companies must fightto gain more market share. Therefore, the costs of attracting newcustomers have increased. As a result, appropriate measures inmarketing and sales, play an important role in identifying these needsand the success of products in the launch phase and launching theproduct to the market. Sales in Assaluyeh Petrochemical have beendone using the Analytic Hierarchy Process (AHP) to review the resultsand provide the necessary solutions to affect the sales of companies.Mixed marketing elements have been used for the hypotheses of thisresearch that 368 copies of the questionnaire were distributed amongthe sample members of the statistical community after determining thevalidity and reliability. To analyze the data obtained from the research,Expert Choice software has been used, which finally has seven criteria:price of petrochemical products, physical distribution of petrochemicalproducts, quality of petrochemical products, sales policy ofpetrochemical products, customer satisfaction of petrochemicalproducts, production rate Petrochemical products and marketingmethods of petrochemical products were recognized as the main criteriaaffecting the sales of products of Assaluyeh Petrochemical Company.