Shopping website selection for lifestyle products using the AHP and TOPSIS methods under fuzzy environment
by Sumit Kumar; Soni Wadhwa; Bibhas Chandra
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 14, No. 3, 2023

Abstract: Website selection is pivotal to virtual shopping. Consumers evaluate online retailers' websites on the basis of identified criteria and sub-criteria before undergoing shopping. Among all product categories, the lifestyle segment occupies a sumptuous pie of online retail. The present study attempts to rank shopping websites for fashion and lifestyle segments in the fuzzy environment using an assessment for the analytic hierarchy process model and fuzzy TOPSIS. A case analysis has been performed to exhibit the feasibility and effectiveness of the proposed model. Marketers may arrive at strategic insights and use them to augment their existing policies to cater to the customers' requirements as discussed in this study.

Online publication date: Tue, 04-Jul-2023

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