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Market segment evaluation and selection based on application of fuzzy AHP and COPRAS-G methods

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  • Mohammad Hasan Aghdaie
  • Sarfaraz Hashemkhani Zolfani
  • Edmundas Kazimieras Zavadskas

Abstract

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.

Suggested Citation

  • Mohammad Hasan Aghdaie & Sarfaraz Hashemkhani Zolfani & Edmundas Kazimieras Zavadskas, 2013. "Market segment evaluation and selection based on application of fuzzy AHP and COPRAS-G methods," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(1), pages 213-233, February.
    • Handle: RePEc:taf:jbemgt:v:14:y:2013:i:1:p:213-233
    DOI: 10.3846/16111699.2012.721392
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    References listed on IDEAS

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    1. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
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    Cited by:

    1. Palash Dutta & Rupjit Saikia, 2020. "A Decision-making Approach for Choosing a Reliable Product under the Hesitant Fuzzy Environment via a Novel Distance Measure," Vikalpa: The Journal for Decision Makers, , vol. 45(3), pages 147-159, September.
    2. Hamidreza Hasheminasab & Yaghob Gholipour & Mohammadreza Kharrazi & Dalia Streimikiene, 2018. "Life cycle approach in sustainability assessment for petroleum refinery projects with fuzzy-AHP," Energy & Environment, , vol. 29(7), pages 1208-1223, November.
    3. Kemal Kurtuluş & Sema Kurtuluş & Diren Bulut, 2016. "Benefit Segmentation of Internet Users and Their Addictive Behavior," Yildiz Social Science Review, Yildiz Technical University, vol. 2(1), pages 21-30.

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