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


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.


Share and Cite

  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
ISRP Style

Basirat Baygi. Mojtaba, Emam. Seyed Reza, Using the Fuzzy AHP Methodology in Customer's Purchasing Decision-making Process Based on Marketing Mix (4Ps), Journal of Mathematics and Computer Science, 2 (2011), no. 4, 619--630

AMA Style

Baygi. Mojtaba Basirat, Reza Emam. Seyed, Using the Fuzzy AHP Methodology in Customer's Purchasing Decision-making Process Based on Marketing Mix (4Ps). J Math Comput SCI-JM. (2011); 2(4):619--630

Chicago/Turabian Style

Baygi. Mojtaba, Basirat, Reza, Emam. Seyed. "Using the Fuzzy AHP Methodology in Customer's Purchasing Decision-making Process Based on Marketing Mix (4Ps)." Journal of Mathematics and Computer Science, 2, no. 4 (2011): 619--630


Keywords


MSC


References