The validity study of a channel‐based demand estimation ANP model

Abstract

This paper suggests a solution for validating an ANP model in multi‐channel retailing proposed by Salmani et al. (2018) through its application in the pet consumables industry. The purpose of the proposed ANP model is to develop a measurement for estimating the demand proportion attributed to each established sales channel. Utilizing an ANP model, channel selection customer criteria as well as the interrelations between channel structures in a multi‐channel setting are quantified. This paper applies a survey‐based study to collect data from random pet consumable customers. Using a compatibility measurement, per‐channel proportions of demand found by ANP are compared with actual data to examine the validity of the proposed model. The results of this study demonstrated the validity of the proposed ANP model applied in the pet consumables industry.