TY - JOUR AU - Baygi. Mojtaba, Basirat AU - Reza, Emam. Seyed PY - 2011 TI - Using the Fuzzy AHP Methodology in Customer's Purchasing Decision-making Process Based on Marketing Mix (4Ps) JO - Journal of Mathematics and Computer Science SP - 619--630 VL - 2 IS - 4 AB - 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. SN - ISSN 2008-949X UR - http://dx.doi.org/10.22436/jmcs.02.04.06 DO - 10.22436/jmcs.02.04.06 ID - Baygi. Mojtaba2011 ER - TY - BOOK TI - Application of multi dimensional scaling for marketing-mix modification: A case study on mobile phone category AU - J. Cha AU - S. Kim AU - Y. Lee PB - Expert Syst. Appl. PY - 2008 DA - 2008// CY - Vol. 36, 4884--4890 ID - Cha2008 ER - TY - BOOK TI - Marketing In The Twenty-First Century AU - P. Kotler PB - in: Marketing Management PY - 2001 DA - 2001// CY - New Jersey ID - Kotler2001 ER - TY - BOOK TI - Kotler and Borden are not dead: myth of Relationship marketing and truth of the 4Ps AU - M. Zineldin AU - S. Philipson PB - Journal of consumer marketing PY - 2007 DA - 2007// CY - Vol. 24, 229--241 ID - Zineldin2007 ER - TY - BOOK TI - McDonald's:“think global, act local”–the marketing mix AU - C. Vignali PB - British Food Journal PY - 2001 DA - 2001// CY - Vol. 103, 97--111 ID - Vignali2001 ER - TY - JOUR TI - Information–Oriented Online Shopping Behavior in Electronic Commerce Environment AU - C. A. Chen JO - JournalL of Sofrware (JSW) PY - 2009 DA - 2009// VL - 4 ID - Chen2009 ER - TY - BOOK TI - e-Supply network coordination: the design of intelligent agents for buyer – supplier dynamic negotiations AU - S. Mohebbi AU - R. Shafaei PB - Journal of intelligent Manufacturing PY - 2012 DA - 2012// CY - Vol. 23, 375--391 ID - Mohebbi2012 ER - TY - BOOK TI - Agent-based web service for the design of a dynamic coordination Mechanism in supply networks AU - I. Mahdavi AU - S. Mohebbi AU - M. Zandakbari AU - N. Cho AU - N. Mahdavi-Amiri PB - Journal of Intelligent Manufacturing PY - 2009 DA - 2009// CY - Vol. 20, 727--749 ID - Mahdavi2009 ER - TY - BOOK TI - Dynamic Vendor Selection: A Fuzzy AHP Approch AU - S. Koul AU - R. Verma PB - International Journal of the Analytic Hierarchy Process PY - 2012 DA - 2012// CY - Vol. 4, 118--136 ID - Koul2012 ER - TY - BOOK TI - The Analytical Hierarchy Process AU - T. L. Saaty PB - RWS publication PY - 1980 DA - 1980// CY - Pittsburg ID - Saaty1980 ER - TY - JOUR TI - An application of the analytic hierarchy process to the supplier selection problem AU - G. Barbarosoglu AU - T. Yazgac JO - Production and Inventory Management Journal PY - 1997 DA - 1997// VL - 38 ID - Barbarosoglu1997 ER - TY - JOUR TI - Decision-making in a fuzzy environment AU - R. E. Bellman AU - L. A. Zadeh JO - Management Sciences PY - 1970 DA - 1970// VL - 17 ID - Bellman1970 ER - TY - BOOK TI - Fuzzy Set Theory and Its Applications AU - H. J. Zimmermann PB - Kluwer Academic Publishers PY - 1991 DA - 1991// CY - Dordrecht ID - Zimmermann1991 ER - TY - JOUR TI - Fuzzy hierarchical analysis revisited AU - J. J. Buckley AU - T. Feuring AU - Y. Hayashi JO - Eur. J. Oper. Res. PY - 2001 DA - 2001// VL - 129 ID - Buckley2001 ER - TY - JOUR TI - Fuzzy Analytic Hierarchy Based Approach for Supplier Selection AU - S. Zaim AU - M. Sevkli AU - M. Tarim JO - Journal of Euromarketing PY - 2003 DA - 2003// VL - 12 ID - Zaim2003 ER - TY - JOUR TI - A fuzzy approach for supplier evaluation and selection in supply chain management AU - C. T. Chen AU - C. T. Lin AU - S. F. Huang JO - Int. J. Prod. Econ. PY - 2006 DA - 2006// VL - 102 ID - Chen2006 ER - TY - JOUR TI - Selecting quality-based programmes in small firms: A comparison between the fuzzy linguistic approach and the analytic hierarchy process AU - G. Noci AU - G. Toletti JO - Int. J. Prod. Econ. PY - 2000 DA - 2000// VL - 67 ID - Noci2000 ER - TY - JOUR TI - On consistency and ranking of alternatives in fuzzy AHP AU - L. C. Leung AU - D. Cao JO - Eur. J. Oper. Res. PY - 2000 DA - 2000// VL - 124 ID - Leung2000 ER - TY - JOUR TI - Application of the extent analysis method on fuzzy AHP AU - D. Y. Chang JO - Eur. J. Oper. Res. PY - 1996 DA - 1996// VL - 95 ID - Chang1996 ER -