MARKET SEGMENT EVALUATION AND SELECTION BASED ON APPLICATION OF FUZZY AHP AND COPRAS-G METHODS-Reference-Cited by-同舟云学术

MARKET SEGMENT EVALUATION AND SELECTION BASED ON APPLICATION OF FUZZY AHP AND COPRAS-G METHODS

Published:2012-09-12 Issue:1 Volume:14 Page:213-233
ISSN:1611-1699
Container-title:Journal of Business Economics and Management
language:
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Author:

Aghdaie Mohammad Hasan¹,Zolfani Sarfaraz Hashemkhani¹,Zavadskas Edmundas Kazimieras²

Affiliation:

1. Department of Industrial Engineering, Shomal University, P.O. Box 731, Amol, Mazandaran, Iran; Institute of Internet and Intelligent Technologies, Vilnius Gediminas Technical University, Sauletekio al. 11, 10223 Vilnius, Lithuania

2. Institute of Internet and Intelligent Technologies, Vilnius Gediminas Technical University, Sauletekio al. 11, 10223 Vilnius, Lithuania

Abstract

Market segment evaluation and selection is one of the critical marketing problems of all companies. This paper presents a novel approach which integrates fuzzy analytic hierarchy process (FAHP) and COPRAS-G method for market segment evaluation and selection. Fuzzy AHP is used to calculate the weight of each criterion, and COPRAS-G method is proposed to prioritize market segments from the best to the worst ones. The application of fuzzy set theory allows incorporating the vague and imprecise linguistic terms into the decision process. This study can be used as a pattern for market segment selection and future researches. A case study on a chair manufacturing company is put forward to illustrate the performance of the proposed methodology.

Publisher

Vilnius Gediminas Technical University

Subject

Economics and Econometrics,Business, Management and Accounting (miscellaneous)

Reference86 articles.

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4. The Structure of Consumer Choice Processes

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