Title: Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators

Authors: Gaurav Khatwani; Gopal Das

Addresses: Indian Institute of Management Rohtak, MDU Campus, Rohtak, Haryana – 124001, India ' Indian Institute of Management Rohtak, MDU Campus, Rohtak, Haryana – 124001, India

Abstract: In recent years, the growth in technology has resulted in digital media fragmentation and the proliferation of internet marketing mediums. As a result of the emergence of digital marketing channels, marketers have started to place an increased focus on understanding consumer preferences. Previous research has concentrated on the comprehensive study of consumer preferences for individual pre-purchase information search channels; however, very little research has been conducted on user's preferences in terms of how a combination of these individual channels can be employed and the role that demographic parameters play in determining these preferences. This study employed a hybrid fuzzy multi criteria group decision (HFMCGD) system to measure the role that demographic parameters play in influencing individual's preference for pre-purchase information channels. Fuzzy AHP was employed to identify the criteria that influences consumer's search for pre-purchase information on the internet according to demographic parameters such as gender, age and monthly income. Fuzzy TOPSIS was then used to rank different combinations of pre-purchase channels according to the same demographic parameters.

Keywords: consumer decision making; decision support systems; DSS; fuzzy AHP; FAHP; analytical hierarchy process; fuzzy TOPSIS; information search channels; information retrieval; consumer preferences; demographics; fuzzy MCDM; multicriteria decision making; group decision making; pre-purchase information; internet; gender; age; monthly income.

DOI: 10.1504/IJICBM.2016.073392

International Journal of Indian Culture and Business Management, 2016 Vol.12 No.1, pp.28 - 49

Received: 10 Nov 2014
Accepted: 11 Jan 2015
Published online: 01 Dec 2015 *

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