Evaluating internet information search channels using hybrid MCDM technique

Abstract

The evolution of technology has fragmented the market which has resulted in media proliferation. The frequent emergence of various media channels have enabled marketers and agencies to devise alternative methods to engage with consumers. The major challenge for marketers is to be informed about consumer preferences by identifying where the online consumers prefer to search pre-purchase information about the products to maximize the benefits of marketing. This study highlights methodology for group decision support for selecting an appropriate marketing channel using multiple criteria decision making (MCDM) based on context specific requirements. Firstly the influencing factors of consumer information search have been identified through literature review. Further we have used hybrid MCDM technique for ranking different alternatives. The fuzzy analytical hierarchy process (AHP) for group decision making has been used to identify relative importance of consumer search factors and TOPSIS has been used to evaluate different marketing channels. The approach is illustrated through case study.