Network Analysis of Handmade Carpet Market Factors with Fuzzy Approach (Case study: Isfahan city)

Iran is a cradle of a thousand years old civilization, and one of the most important means of preserving the identity of this civilization is its art and culture, especially handmade carpets. One of the most critical issues of the carpet industry is the demand forecast. Identifying the factors affecting the sale of handmade carpets, such as understanding the current and future needs of the customer, the characteristics of consumers, income of customers, the price of handmade carpets, advertising and marketing, e-commerce and setting up exhibitions is one of the most critical approaches to the market aspect of this art, which has been neglected. The purpose of this study is to identify and rank the market factors of Iranian handmade carpets, which is why the market for this product has been studied in Isfahan. At first, the effective components of the sale of handmade carpets were identified. Then, due to the internal relations between these components, using the fuzzy network analysis method, these factors were ranked based on the degree of influence on the number of handmade carpet sales. The importance of the primary and secondary criteria has been quantitatively analyzed, and the effectiveness of these factors has been identified on the supply and demand of this commodity. The results indicate that the price of handmade carpet and carpet authenticity has the most significant impact on the sale of handmade carpets.