Modeling Gender based Customer Preferences of Information Search Channels

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. KeywoRdS Decision Making, Fuzzy AHP, Information Channels, Internet Marketing, MCDM, TOPSIS