Consumer choice modeling: comparing and contrasting the MAAM, AHP, TOPSIS and AHP-TOPSIS methodologies
While making decisions, consumers are often confronted with choosing between multiple product and brand alternatives that may be viewed as specific bundles of attributes/criteria. Researchers, attempting to understand this decision-making process, employ multi-criteria decision making (MCDM) models...
Main Author: | Zhang, Yan |
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Other Authors: | Bhatnagar, Namita (Marketing) |
Published: |
2014
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Subjects: | |
Online Access: | http://hdl.handle.net/1993/23888 |
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