Determination of Country of Origin Image with Fuzzy Set Theory

As foreign trade has become more spread, the country of production and even the origin of the raw material used in the production has become an important factor. Mentioning the country of origin on the label of the product dates back to World War-I when “Good product sells itself” understanding is dominant. In this study, the image of country of origin was evaluated with fuzzy set theory. Fuzzy sets theory lays foundation for the methods used in the solution of relative and uncertain problems. As image evaluation is a relative issue, these methods were used in our study. The first phase in the study model is data collection. Data collected was used to determine image factors, calculate factor loads (weights) and order alternatives. In the determination of image factors Fuzzy Cognitive Mapping (FCM) method was employed. To calculate factor and alternative weights Fuzzy Analytic Hierarchy Process (AHP) method was used. In the phase of ordering of alternatives which are called product group elements both Fuzzy AHP and TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) method were employed. TOPSIS is based on the main principle of similarity to ideal solution and is employed to solve problem and make decision. In our study FCM, Fuzzy AHP and TOPSIS methods were used in stages, analyses were performed and solutions were developed. In the final part, there are evaluations with regard to which product group will be more effective when which image is minimized.