Using the Fuzzy AHP Methodology in Customer's Purchasing Decision-making Process Based on Marketing Mix (4Ps)

Volume 2, Issue 4, pp 619--630 http://dx.doi.org/10.22436/jmcs.02.04.06

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Authors

Basirat Baygi. Mojtaba - Shomal university, Amol, Iran; student of M.A. in industrial engineering, system management and productivity Emam. Seyed Reza - Shomal University, Amol, Iran; Student of M.A. in industrial engineering, system management and productivity

Abstract

In purchasing process, whether in traditional or online, we face the problem of comparison and decision-making. Also given the fact that the main criteria which are considered by most customers in purchasing process are marketing mix (4Ps), so we take into consideration these criteria as the main criterion. Moreover, lack of certainty and definability of these criteria in fuzzy form lead us to model customer’s purchasing decision-making process by using the fuzzy AHP methodology.

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Keywords

• Fuzzy AHP
• Marketing Mix (4Ps)
• Customer’s Purchasing Decision-Making Process

MSC

•  91B06
•  62J15
•  90B50
•  90C30

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