African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4164

Full Length Research Paper

A study of cosmetic bundle by utilizing a fuzzy Analytic Hierarchy Process (AHP) to determine preference of product attributers toward customer value

Kuei-Feng Chang and Hao-Wei Yang*
1Department of International Business Management, Da-yeh University, Address: 168 University Road, Dacun, Changhua, 51591, Taiwan, Republic of China. 2Department of Marketing and Logistics Management, Chaoyang University of Technology, 168 Jifeng E. Road, Wufeng District, Taichung 41349, Taiwan, Republic of China.  
Email: [email protected]

  •  Accepted: 28 June 2011
  •  Published: 30 September 2011


Determining the preferences of product attributes for customer value is a crucial issue driven by multiple requirements on the customers. However, arising from mental and psychological phenomena factors, people’s judgments on the importance of customer requirements is imprecise and vague. The fuzzy analysis hierarchy process (FAHP) with an extent analysis is utilized to determine preferences toward customer value to overcome this uncertainty in theAnalytic Hierarchy Process (AHP). With this method, the researcher can use triangular fuzzy numbers for the pair wise comparisons and derive the weight vectors. Based on the calculations results, the manufacturers could implement product design and quality management to prioritize customer requirements; besides, retailers are also able to understand what kind of benefits or performances are customers prefer and thereby develop strategic appeal for them.


Key words: Fuzzy AHP, product attributes, extent analysis, customer value.