Modeling Gender Based Customer Preferences of Information Search Channels

Modeling Gender Based Customer Preferences of Information Search Channels

Gaurav Khatwani (Indian Institute of Management Rohtak, India) and Praveen Ranjan Srivastava (Indian Institute of Management Rohtak, India)
DOI: 10.4018/978-1-5225-5643-5.ch024
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The disparity in consumer and organization preferences of information channels is a major concern. Further, making decisions in the presence of a wide range of conflicting criteria through the use of a multiple criteria decision-making (MCDM) approach has gained increased prominence in recent years and research in this area has become an important consideration for business operations that involve dealing with complex decision problems. This paper describes how an integrated approach can be applied to a decision-making problem that combines a fuzzy analytical hierarchy process (AHP) and TOPSIS for identifying preferences consumers of information search channels according to demographic factors such as gender.
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2. The Fuzzy Ahp-Topsis Methodology

Although AHP and TOPSIS decision methods first emerged over 20 years ago and have been in regular use for some time, their hybrid application with TOPSIS is rarely employed for decision making purposes in information search channel selection. In the following subsections this study discusses some of the key theories relating to AHP, group decision making, fuzzy AHP TOPSIS.

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