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

Joshi, Kedar Pandurang and Sivakumar, Alur (2015) Enhanced Selling on Digital Space Via Matching Buyer and Seller Preferences Using Fuzzy MCDM Method. In: FUZZY OPTIMIZATION AND MULTI-CRITERIA DECISION MAKING IN DIGITAL MARKETING. IGI GLOBAL PUBLICATIONS, HERSHEY, pp. 148-158. ISBN 9781466688087

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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.

Item Type:	Book Section
Subjects:	Marketing > Digital Marketing/E-Commerce
Divisions:	Marketing Management
Depositing User:	Mr. Muralidhara D
Date Deposited:	24 Oct 2018 09:11
Last Modified:	24 Oct 2018 09:33
URI:	http://tapmi.informaticsglobal.com/id/eprint/185

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