Employing Group Decision Support System for the Selection of Internet Information Search Channels for Consumers

Gaurav Khatwani and Praveen Ranjan Srivastava
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Gaurav Khatwani: Indian Institute of Management, Rohtak, India
Praveen Ranjan Srivastava: Indian Institute of Management, Rohtak, India

International Journal of Strategic Decision Sciences (IJSDS), 2015, vol. 6, issue 4, 72-93

Abstract: A fragmented market and media propagation has emerged as a direct result of the evolution of technology. Media agencies now have a large variety of methods of reaching and engaging with potential customers. The proliferation of media has generated new challenges for marketers and identifying the most effective channel by which to reach online customers can be problematic. Marketers now need to develop an understanding of how consumers conduct their pre-purchase search for information about a given product or service so that they can optimize their promotion efforts. A fuzzy analytical hierarchy process cosine maximization (FAHPCM) approach was employed to assign the relative importance that online consumers give to a range of search factors. Following this, the technique for order of preference by similarity to ideal solution (TOPSIS) was utilized to assess the effectiveness of each respective channel. Finally, sensitivity analysis was conducted to verify the results. The effectiveness of the proposed approach is demonstrated through a numerical example.

Date: 2015
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