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

    Mohammad Hasan Aghdaie Affiliation
    ; Sarfaraz Hashemkhani Zolfani Affiliation
    ; Edmundas Kazimieras Zavadskas Affiliation

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.


First published online: 14 Sep 2012

Keyword : market segmentation, market segment evaluation, market segment selection, Fuzzy AHP, COPRAS-G method

How to Cite
Aghdaie, M. H., Zolfani, S. H., & Zavadskas, E. K. (2013). Market segment evaluation and selection based on application of fuzzy AHP and COPRAS-G methods. Journal of Business Economics and Management, 14(1), 213-233. https://doi.org/10.3846/16111699.2012.721392
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Feb 22, 2013
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This work is licensed under a Creative Commons Attribution 4.0 International License.