Selecting target market by similar measures in interval intuitionistic fuzzy set

Abstract

The selection of the target market plays vital role in promoting the marketing strategies of companies. We presented is a method for target market selection. We introduce some novel similarity measures between intuitionistic fuzzy sets and the novel similarity measures between interval-valued intuitionistic fuzzy sets. They are constructed by combining exponential and other functions. Finally, we introduce a multi-criteria decision making model to select target market by using the novel similarity measure of interval intuitionistic fuzzy sets.

Keywords

• intuitionistic fuzzy set
• interval – valued intuitionistic fuzzy set
• similarity measure
• target market
• market segment