A Fuzzy Method of Ranking Consumer's Preference for Brands
Pan De-hui · Systems Engineering - Theory & Practice · 2004
In order to transfer individual preference for attributes into preference for brands, the paper uses linear triangular membership functions to capture the vagueness of consumers' semantics. Then it defines a generalized additive function, an approximate multiplication and a scalar multiplication between fuzzy numbers. After that, it integrates the belief levels to the attributes to form an aggregate belief level to a brand. Finally, a ranking index is defined to give the consumers' turn of preference for different brands. In addition a case is studied to illustrate the method's feasibility.