A Decision-Making Model for Selecting Product Suppliers in Crop Protection Retail Sector

This study aims to determine the importance of factors affecting supplier selection in pesticide distribution sector as a global emerging market and present decision-making model for corporate marketing strategy. Specifically, comparative between suppliers retail experts was conducted compare differences perception according organizational characteristics. Based on previous studies, based AHP methodology constructed with total 20 five areas: product quality, price, flexibility, promotion support, brand. Then, 42 Korean were surveyed measure these factors. The results showed that quality is most critical factor selection, followed by brand, promotional order. Manufacturers consider important factor, while retailers price factor. Among factors, ‘quality excellence’, ‘expected return’, ‘technological competitiveness’ found be In addition, manufacturers considered such ‘corporate reputation’ trust’ more important, related characteristics, ‘product awareness’ ‘brand important.