This article proposes an intuitionistic fuzzy (IF) Elimination and Choice Translating Reality (ELECTRE) method to rank consumers’ alternatives ranking order with subjects’ questionnaires by using IF data and the ranking order applied the proposed method are closer to consumers their own ranking order. Moreover, the mean value of Spearman correlation coefficients are higher than 80% in each product category, and also higher than 90% at bank service product category especially. This study uses IF sets characteristics to handle uncertain decision environment and to classify the concordance and discordance sets according to their score function for measuring the degree of suitability of each alternative and also using the concept of the positive and negative ideal solutions to rank all candidate alternatives in the proposed method. Furthermore, analyzer can use this method to gain valuable information from questionnaires, and consumers rarely provide preference data directly. Additionally, an empirical study is given to illustrate the proposed method and also compared with Wu and Chen 2011’s paper which considered not only score function but also accuracy function. The results show that using the proposed method, decision makers can easily predict candidate alternatives ranking order and make decisions accurately.
. Yimga, and J. Gorjidooz, “Airline schedule padding and consumer choice behavior,” Journal of Air Transport Management, vol. 78, pp. 71-79, July 2019.
E. Kytö, M. Virtanen, and S. Mustonen, “From intention to action: Predicting purchase behavior with consumers’ product expectations and perceptions, and their individual properties,” Food Quality and Preference, vol. 75, pp. 1-9, July 2019.
A. Castro-Lopez, J. Puente, and R. Vazquez-Casielles, “Fuzzy inference suitability to determine the utilitarian quality of B2C websites,” Applied Soft Computing, vol. 57, pp. 132-143, Aug 2017.
N. Adnan, S. Md Nordin, M. Hadi Amini, and N. Langove, “What make consumer sign up to PHEVs? Predicting Malaysian consumer behavior in adoption of PHEVs,” Transportation Research Part A: Policy and Practice, vol. 113, pp. 259-278, July 2018.
T. Ragunathan, S. K. Battula, V. Jorika, C. Mounika, A. U. Sruthi, and M. D. Vani, “Advertisement Posting Based on Consumer Behaviour,” Procedia Computer Science, vol. 50, pp. 329-334, Jan 2015.
J. Ham, K. Lee, T. Kim, and C. Koo, “Subjective perception patterns of online reviews: A comparison of utilitarian and hedonic values,” Information Processing and Management, vol. 56, no. 4, pp. 1439-1456, July 2019.
D. L. Olson, and B. Chae, “Direct marketing decision support through predictive customer response modeling,” Decis. Support Syst., vol. 54, no. 1, pp. 443-451, 2012.
E. Ismagilova, E. Slade, N. P. Rana, and Y. K. Dwivedi, “The effect of characteristics of source credibility on consumer behaviour: A meta-analysis,” Journal of Retailing and Consumer Services, Feb 2019.
R. Benayoun, B. Roy, B. Sussman, ELECTRE: Une Methode Pour Guider le Choix en Presence de Points de Vue Multiples. Sema, Direction Scientifique, Note de Travail No. 49, 1966.
T.-Y. Chen, “An ELECTRE-based outranking method for multiple criteria group decision making using interval type-2 fuzzy sets,” Information Sciences, vol. 263, pp. 1-21, 2014.
K.T. Atanassov, “Intuitionistic fuzzy sets,” Fuzzy sets and Systems, vol. 20, pp. 87-96, 1986.
L.A. Zadeh, “Fuzzy Sets,” Information and Control, vol. 8, pp. 338-353, 1965.
N.R. Galo, L.D.D.R. Calache, L.C.R. Carpinetti, “A group decision approach for supplier categorization based on hesitant fuzzy and ELECTRE TRI,” International Journal of Production Economics, vol. 202, pp. 182-196, May 2018.
K. Ghoseiri, J. Lessan, “Waste disposal site selection using an analytic hierarchal pairwise comparison and ELECTRE approaches under fuzzy environment,” Journal of Intelligent & Fuzzy Systems, vol. 26, pp. 693-704, 2014.
P. Kumar, R.K. Singh, K. Kharab, “A comparative analysis of operational performance of Cellular Mobile Telephone Service Providers in the Delhi working area using an approach of fuzzy ELECTRE,” Applied Soft Computing, vol. 59, pp. 438-447, June 2017.
H. Liao, X. Wu, X. Mi, F. Herrera. (March 2019). An integrated method for cognitive complex multiple experts multiple criteria decision making based on ELECTRE III with weighted Borda rule. Omega. doi: https://doi.org/10.1016/j.omega.2019.03.010.
L. Zhong, L. Yao, “An ELECTRE I-based multi-criteria group decision making method with interval type-2 fuzzy numbers and its application to supplier selection,” Applied Soft Computing, vol. 57, pp. 556-576, April 2017.
M.-C. Wu, T.-Y. Chen, “The ELECTRE multicriteria analysis approach based on Atanassov’s intuitionistic fuzzy sets,” Expert Systems with Applications, vol. 38, pp. 12318-12327, 2011.
M.-C. Wu, and T.-Y. Chen, “Interval-valued Intuitionistic Fuzzy ELECTRE Method,” Asian International Journal of Science and Technology in Production and Manufacturing Engineering, vol. 5, no. 3, pp. 33-40, 2012.
K.T. Atanassov, Intuitionistic Fuzzy Sets: Theory and Applications, New-York: Physica-Verlag, 2000.
K.T. Atanassov, “More on intuitionistic fuzzy sets,” Fuzzy sets and systems, vol. 33, pp. 37-45, 1989.
E. Szmidt, J. Kacprzyk, “Distances between intuitionistic fuzzy sets,” Fuzzy sets and Systems, vol. 114, pp. 505-518, 2000.
G. Deschrijver, E. Kerre, “On the relationship between some extensions of fuzzy set theory,” Fuzzy sets and Systems, vol. 133, pp. 227-235, 2003.
D. Dubois, S. Gottwald, P. Hajek, J. Kacprzyk, H. Prade, “Terminological difficulties in fuzzy set theory-the case of “intuitionistic fuzzy sets”,” Fuzzy sets and Systems, vol. 156, pp. 485-491, June 2005.
J. Montero, D. Gomez, H. Bustince, “On the relevance of some families of fuzzy sets,” Fuzzy sets and Systems, vol. 158, pp. 2429-2442, May 2007.
S.M. Chen, J.M. Tan, “Handling multicriteria fuzzy decision-making problems based on vague set theory,” Fuzzy Sets and Systems, vol. 67, pp. 163-172, May 1994.
E.C. Hirschman, M.B. Holbrook, “Hedonic consumption: emerging concepts, methods and propositions,” Journal of Marketing, vol. 46, pp. 92-101, July 1982.
P. Chandon, B. Wansink, G. Laurent, “A benefit congruency framework of sales promotion effectiveness,” Journal of Marketing, vol. 64, pp. 65-81, Oct. 2000.
A. Drolet, P. Williams, L. Lau-Gesk, “Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products,” Marketing Letters, vol. 18, pp. 211-221, Dec. 2007.
This work is licensed under a Creative Commons Attribution 4.0 International License.
The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.
Submission of the manuscript represents that the manuscript has not been published previously and is not considered for publication elsewhere.