A study of cosmetic bundle by utilizing a fuzzy Analytic Hierarchy Process (AHP) to determine preference of product attributers toward customer value

Abstract

Determining the preferences of product attributes for customer value isa crucial issue driven by multiple requirements on the customers.However, arising from mental and psychological phenomena factors,people's judgments on the importance of customer requirements isimprecise and vague. The fuzzy analysis hierarchy process (FAHP) with anextent analysis is utilized to determine preferences toward customervalue to overcome this uncertainty in the Analytic Hierarchy Process(AHP). With this method, the researcher can use triangular fuzzy numbersfor the pair wise comparisons and derive the weight vectors. Based onthe calculations results, the manufacturers could implement productdesign and quality management to prioritize customer requirements;besides, retailers are also able to understand what kind of benefits orperformances are customers prefer and thereby develop strategic appealfor them.