Study on Consumer Buying Behavior of Ceramic Tiles using Multi-criteria Decision Making

Abstract

The main purpose of this research work is to explore the consumer priorities, preference of consumers on buying Ceramic Tiles. The study will also focus on understanding the key factors which triggers the consumers purchasing decision of ceramic tiles. A detailed study has been planned to identify the different criteria which will be the deciding factors of selecting ceramic tiles from a particular brand. Comparison has been made by considering some leading brands available in Indian market in the ceramic manufacturing and business. Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) as a multi criteria decision making (MCDM) tools has been used to accomplish the research objectives.