Stakeholder Segmentation: Different Views Inside the Carriers Group

The use of multi-actor multi-criteria methodologies is widely accepted to evaluate city logistics policies and measures. We have applied this procedure to the proposal of implementation of two alternative measures in a fresh food market in the Seville city center, after gathering all the relevant data from a survey passed to the retailers working in the premises. After perceiving that the quantitative results did not provide an appropriate representation of the existing scenario, we segmented the carrier stakeholder group into two smaller independent groups, obtaining more homogeneous results in the quantitative analysis and a better representation of reality. The segmentation of stakeholder groups appears then as an interesting requirement for this type of analysis to better serve as a decision-making tool for policy implementations.