A hybrid fuzzy MCDM approach for market segments evaluation and selection
Market segments evaluation and selection are crucial marketing activities of all companies. This paper proposes a fuzzy multiple criteria decision-making (MCDM) model for the evaluation and selection of market segments. A set of essential criteria for evaluating market segments and selection are identified based on the literature survey. Two MCDM methods are then used in the decision model. More precisely, Fuzzy Analytic Hierarchy Process (AHP) is used to calculate the weight of each criterion, and fuzzy technique for order preference by similarity to ideal solution (TOPSIS) approach is proposed to prioritize market segments from the best to the worst ones. The use of fuzzy set theory allows incorporating qualitative information and imprecise linguistic terms into the decision model. A case study on a dairycompany is put forward to illustrate the performance of the proposed methodology. The proposed model could help companies to evaluate and select market segments.
Mohammad Hasan Aghdaie Sarfaraz Hashemkhani Zolfani Nahid Rezaeinia Javad Mehri-Tekmeh
Shomal University Amol, Iran Alghadir Institute of Higher Education Tabriz, Iran University of Tabriz Tabriz, Iran
国际会议
International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)
武汉
英文
1-4
2011-08-12（万方平台首次上网日期，不代表论文的发表时间）