Which product would be chosen? A fuzzy VIKOR method for evaluation and selection of products in terms of customers' point of view; Case study: Iranian cell phone market

Abstract

Product selection is always one of the troubles that decision makers are facing with it. Correct selection requires having suitable method for this important issue. In this article, we concern to introduce an approach of fuzzy decision making for selection to decision makers. The nature of decision making is usually complex and without structure. Totally, most of qualitative and quantitative factors such as quality, price, and flexibility should be concerned for determining a suitable product. In this study, it is attempted to use recent advances in ranking methods for product selection. The proposed study uses oral preferences language shown in terms of triangular and trapezoid fuzzy numbers. Then, a multi criteria hierarchical decision making is suggested on the basis of fuzzy collection theory for product selection where the proposed fuzzy VIKOR uses different qualitative and quantitative criteria.

Keywords

• Product Selection
• Marketing
• Cell phone evaluating criteria
• Fuzzy set
• VIKOR method