Evaluation of Criteria for Communication with Consumers of Agricultural Products

Consumers of agricultural products represent a sensitive category of society, therefore communication with them is particularly important. Communication is influenced by a large number of factors, and in this regard, making the right decision about the way to communicate is an extremely complex job. In previous research, the emphasis was placed mostly on the entire supply chain, much more than on the method of choosing communication with end consumers of agricultural products. Therefore, this research represents an attempt to make an additional contribution to rational decision-making in this part of the agricultural supply chain. In this paper, the selection of criteria used in the process of communicating with consumers in a country was carried out by applying expert fuzzy multi-criteria decision-making. The innovative fuzzy method SiWeC (Simple Weight Calculation) was applied to evaluate ten given criteria with the aim of their selection. The subject of the research were several agricultural companies and the experts were six experts from the marketing department of the companies in question. The results show that the method of communication itself is the best evaluated criterion, as well as the delivery time, i.e. the impact of delivery speed on the demand for a particular agricultural product. Uncertainty in decision-making is reduced by applying fuzzy decision-making logic, and the results provide the basis for future research that should be directed at selecting the most favorable methods of communication when products of this type are in question, as well as the development of the existing methodology, which in this case has proven to be adequate.