IDEAS home Printed from https://ideas.repec.org/a/eme/jamrpp/v9y2012i1p29-44.html
   My bibliography  Save this article

Evaluation of customer's mall preferences in India using fuzzy AHP approach

Author

Listed:
  • Madhurima Deb

Abstract

Purpose - The purpose of this paper is to develop a structured model to understand mall preferences among Indian customers. Design/methodology/approach - The present study uses fuzzy analytical hierarchy processing (FAHP). Use of Fuzzy Logic will provide a more reliable solution since it is capable of handling vagueness and uncertainty in the database. Findings - Findings of the study suggest that the most preferred value that determines mall preference by Indian customers is HV, followed by SV, contrary to the stereotype that Indian customers are price sensitive. Forum mall is the best mall in terms of HV and SV, which motivates customers to shop at a particular mall. Practical implications - The study will be useful for managers and academicians. The study will help managers develop a better understanding of customer's mall preferences and identify their own strengths and weaknesses. Based on this, they can devise strategies to maximize strengths by minimizing weaknesses. Originality/value - Most of the work on FAHP is dedicated to either vendor selection or supplier selection. A study of this kind, in the context of mall preference among Indian customers is an original contribution to the literature of Indian retailing.

Suggested Citation

  • Madhurima Deb, 2012. "Evaluation of customer's mall preferences in India using fuzzy AHP approach," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 9(1), pages 29-44, May.
    • Handle: RePEc:eme:jamrpp:v:9:y:2012:i:1:p:29-44
    DOI: 10.1108/09727981211225635
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/09727981211225635/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/09727981211225635/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/09727981211225635?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kesari, Bikrant & Atulkar, Sunil, 2016. "Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 22-31.
    2. Atulkar, Sunil & Kesari, Bikrant, 2017. "Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 23-34.
    3. El Hedhli, Kamel & Zourrig, Haithem & Park, Jeongsoo, 2017. "Image transfer from malls to stores and its influence on shopping values and mall patronage: The role of self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 208-218.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:jamrpp:v:9:y:2012:i:1:p:29-44. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.