Journal
JOURNAL OF BUSINESS ECONOMICS AND MANAGEMENT
Volume 14, Issue 1, Pages 213-233Publisher
VILNIUS GEDIMINAS TECH UNIV
DOI: 10.3846/16111699.2012.721392
Keywords
market segmentation; market segment evaluation; market segment selection; Fuzzy AHP; COPRAS-G method
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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.
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