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"This is the peer reviewed version of the following article: "The validity study of a channel-based demand estimation ANP model" , which has been published in final form at This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited."


ANP validation; demand estimation; multi-channel retailing; multi-criteria decision-making; pet food industry

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Publication Source

Journal of Multi-Criteria Decision Analysis


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.

Available for download on Monday, August 18, 2025