An Application of Fuzzy Pairwise Comparison to Farmer Attitude toward Advertisement Techniques Used for Farm Tractors in Turkey
It is the purpose of this study to elicit the priorities of advertisement methods in which the farmers takes into account while buying farm tractor. The data was gathered through a survey that is covering randomly chosen farmers in Aydın. Fuzzy pairwise comparison was used as the analysis technique. Mostly benefited advertisement methods such as field demonstrations, media commercials, fairs, brochures and factory trips were assumed to impact the farmers during their tractor buying process. The study showed that the most important advertisement method that stimulates the farmers to buy tractor is field demonstrations with a weight of 0.87. The subsequent methods are factory trips (0.50), exhibitions at fairs (0.41 and media commercials (0.15).
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