Enhanced Selling on Digital Space via Matching Buyer and Seller Preferences Using Fuzzy MCDM Method

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Author(s): Kedar Pandurang Joshi (T. A. Pai Management Institute Manipal, India)and Sivakumar Alur (T. A. Pai Management Institute Manipal, India)
Copyright: 2016
Pages: 11
Source title: Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing
Source Author(s)/Editor(s): Anil Kumar (ABV-Indian Institute of Information Technology & Management, India)and Manoj Kumar Dash (ABV-Indian Institute of Information Technology & Management, India)
DOI: 10.4018/978-1-4666-8808-7.ch007

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

Usage of websites like Olx.in, Quikr.com is rapidly growing in India. One of the major difficulties faced by the users of such websites is the long-time taken to realize the search. This work proposes an integrated approach to searching, through matching in digital environment using fuzzy analytical hierarchy process considering multiple criteria. The objective of the study is to enable buyers to search the sellers effectively and efficiently. Efficient and effective search can help buyers narrow down to the desired matches and enhance seller's the chances of selling through online classified portal. Authors utilize a compatibility metric that enhances the probability of matchmaking with reduction in lead-time developed by Joshi and Kumar (2012). The study presents an illustration of matchmaking using a web portal, and demonstrates the MCDM methodology.

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Enhanced Selling on Digital Space via Matching Buyer and Seller Preferences Using Fuzzy MCDM Method

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