“Whoa! It's like Spotify but for academic articles.”

Instant Access to Thousands of Journals for just $40/month

Get 2 Weeks Free

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

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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advances in Management Research Emerald Publishing
Loading next page...

You're reading a free preview. Subscribe to read the entire article.

And millions more from thousands of peer-reviewed journals, for just $40/month

Get 2 Weeks Free

To be the best researcher, you need access to the best research

  • With DeepDyve, you can stop worrying about how much articles cost, or if it's too much hassle to order — it's all at your fingertips. Your research is important and deserves the top content.
  • Read from thousands of the leading scholarly journals from Springer, Elsevier, Nature, IEEE, Wiley-Blackwell and more.
  • All the latest content is available, no embargo periods.

Stop missing out on the latest updates in your field

  • We’ll send you automatic email updates on the keywords and journals you tell us are most important to you.
  • There is a lot of content out there, so we help you sift through it and stay organized.