A Fuzzy Method of Ranking Consumer's Preference for Brands

Guo Hua WU;De Hui PAN

Systems Engineering - Theory & Practice ›› 2004, Vol. 24 ›› Issue (9) : 28-32.

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PDF(175 KB)
Systems Engineering - Theory & Practice ›› 2004, Vol. 24 ›› Issue (9) : 28-32. DOI: 10.12011/1000-6788(2004)9-28
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A Fuzzy Method of Ranking Consumer's Preference for Brands

  • Guo Hua WU,De Hui PAN
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Abstract

In order to transfer individual preference for attributes into preference for brands, the paper uses linear triangular membership functions to capture the vagueness of consumers' semantics. Then it defines a generalized additive function, an approximate multiplication and a scalar multiplication between fuzzy numbers. After that, it integrates the belief levels to the attributes to form an aggregate belief level to a brand. Finally, a ranking index is defined to give the consumers' turn of preference for di...

Key words

brand preference / fuzzy utility / fuzzy evaluation / marketing study

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Guo Hua WU , De Hui PAN. A Fuzzy Method of Ranking Consumer's Preference for Brands. Systems Engineering - Theory & Practice, 2004, 24(9): 28-32 https://doi.org/10.12011/1000-6788(2004)9-28
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