IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v12y2016i1p28-49.html
   My bibliography  Save this article

Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators

Author

Listed:
  • Gaurav Khatwani
  • Gopal Das

Abstract

In recent years, the growth in technology has resulted in digital media fragmentation and the proliferation of internet marketing mediums. As a result of the emergence of digital marketing channels, marketers have started to place an increased focus on understanding consumer preferences. Previous research has concentrated on the comprehensive study of consumer preferences for individual pre-purchase information search channels; however, very little research has been conducted on user's preferences in terms of how a combination of these individual channels can be employed and the role that demographic parameters play in determining these preferences. This study employed a hybrid fuzzy multi criteria group decision (HFMCGD) system to measure the role that demographic parameters play in influencing individual's preference for pre-purchase information channels. Fuzzy AHP was employed to identify the criteria that influences consumer's search for pre-purchase information on the internet according to demographic parameters such as gender, age and monthly income. Fuzzy TOPSIS was then used to rank different combinations of pre-purchase channels according to the same demographic parameters.

Suggested Citation

  • Gaurav Khatwani & Gopal Das, 2016. "Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 28-49.
    • Handle: RePEc:ids:ijicbm:v:12:y:2016:i:1:p:28-49
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=73392
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Green, Paul E & DeSarbo, Wayne S, 1978. "Additive Decomposition of Perceptions Data Via Conjoint Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(1), pages 58-65, June.
    2. Oliver, Richard L & Swan, John E, 1989. "Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 372-383, December.
    3. Moore, William L & Lehmann, Donald R, 1980. "Individual Differences in Search Behavior for a Nondurable," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 296-307, December.
    4. Lussier, Denis A & Olshavsky, Richard W, 1979. "Task Complexity and Contingent Processing in Brand Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 6(2), pages 154-165, Se.
    5. S. Satapathy & S.K. Patel & A. Biswas & P.D. Mishra, 2013. "A methodology to measure the service quality of online shopping of electronic goods in India," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 6(2), pages 227-247.
    6. Brucks, Merrie, 1985. "The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 1-16, June.
    7. Cuneyt Koyuncu & Donald Lien, 2003. "E-commerce and consumer's purchasing behaviour," Applied Economics, Taylor & Francis Journals, vol. 35(6), pages 721-726.
    8. Roberts, Edward Baer., 1989. "Strategic transformation and the success of high technology companies," Working papers 3066-89., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    9. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    10. Anindya J. Mishra & Sujata Kar, 2013. "Broader social implication of the strategies of business corporations," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 7(2), pages 213-225.
    11. Erik Brynjolfsson & Michael D. Smith, 2000. "Frictionless Commerce? A Comparison of Internet and Conventional Retailers," Management Science, INFORMS, vol. 46(4), pages 563-585, April.
    12. Seema & Darshan Kumar, 2014. "An analytical approach to supplier selection problem," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 9(2), pages 164-180.
    13. Larichev, O. I. & Moshkovich, H. M., 1995. "ZAPROS-LM -- A method and system for ordering multiattribute alternatives," European Journal of Operational Research, Elsevier, vol. 82(3), pages 503-521, May.
    14. Rajesh Kumar & Rupinder Singh & I.P.S. Ahuja, 2013. "Execution of rapid prototyping technology - an Indian manufacturing industry's perspective," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 6(2), pages 162-184.
    15. Srinivasan, Narasimhan & Ratchford, Brian T, 1991. "An Empirical Test of a Model of External Search for Automobiles," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 233-242, September.
    16. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
    17. S. Vinodh & M. Prasanna & S. Manoj, 2011. "Decision support system for costing TADS in an Indian modular switches manufacturing organisation," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 4(6), pages 644-657.
    18. H.M. Jha 'Bidyarthi' & Mayur A. Dande & Pavan M. Kuchar & Satya Mohan Mishra, 2013. "HUL's tidy advertising strategy - a case study of Indian laundry segment," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 6(1), pages 69-78.
    19. Sitalakshmi Venkatraman & Raveendranath Ravi Nayak, 2014. "HRM competencies of women entrepreneurs in network marketing: a study on the influencing factors and their relationships on success," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 8(1), pages 69-106.
    20. Neeraj Pandey & Vibhava Srivastava, 2013. "Factors affecting tourists' intention to purchase: a study of Indian domestic tourists," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 6(3), pages 314-329.
    21. Karkkainen, H. & Elfvengren, K., 2002. "Role of careful customer need assessment in product innovation management--empirical analysis," International Journal of Production Economics, Elsevier, vol. 80(1), pages 85-103, November.
    22. Yogesh K. Dwivedi & Boumediene Ramdani & Michael D. Williams & Amit Mitra & Janet Williams & Suraj Niranjan, 2013. "Factors influencing user adoption of Web 2.0 applications," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 7(1), pages 53-71.
    23. Beatty, Sharon E & Smith, Scott M, 1987. "External Search Effort: An Investigation across Several Product Categories," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(1), pages 83-95, June.
    24. Kahraman, Cengiz & Cebeci, Ufuk & Ruan, Da, 2004. "Multi-attribute comparison of catering service companies using fuzzy AHP: The case of Turkey," International Journal of Production Economics, Elsevier, vol. 87(2), pages 171-184, January.
    25. Sita Mishra, 2011. "Consumers' response towards marketing through social networking sites in India," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 4(4), pages 436-452.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Agus Ristono & Tri Wahyuningsih & Eko Junianto, 2020. "Proposed Method for Supplier Selection," Technium Social Sciences Journal, Technium Science, vol. 13(1), pages 376-394, November.
    2. Kumar, Anil & Luthra, Sunil & Khandelwal, Dinesh Kumar & Mehta, Rajneesh & Chaudhary, Nityanand & Bhatia, Sukhdev, 2017. "Measuring and improving customer retention at authorised automobile workshops after free services," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 93-102.
    3. repec:thr:techub:10013:y:2020:i:1:p:376-394 is not listed on IDEAS

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Maity, Moutusy & Dass, Mayukh & Malhotra, Naresh K., 2014. "The Antecedents and Moderators of Offline Information Search: A Meta-Analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 233-254.
    2. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    3. DeSarbo, Wayne S. & Choi, Jungwhan, 1998. "A latent structure double hurdle regression model for exploring heterogeneity in consumer search patterns," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 423-455, November.
    4. Wirawan Dony Dahana & HeeJae Shin & Sotaro Katsumata, 2018. "Influence of individual characteristics on whether and how much consumers engage in showrooming behavior," Electronic Commerce Research, Springer, vol. 18(4), pages 665-692, December.
    5. Smith, Gerald E. & Venkatraman, Meera P. & Dholakia, Ruby Roy, 1999. "Diagnosing the search cost effect: Waiting time and the moderating impact of prior category knowledge," Journal of Economic Psychology, Elsevier, vol. 20(3), pages 285-314, June.
    6. Biswas, Dipayan, 2004. "Economics of information in the Web economy: Towards a new theory?," Journal of Business Research, Elsevier, vol. 57(7), pages 724-733, July.
    7. Sharlene He & Derek D. Rucker, 2023. "How uncertainty affects information search among consumers: a curvilinear perspective," Marketing Letters, Springer, vol. 34(3), pages 415-428, September.
    8. Claudia Seabra & Luis Filipe Lages & Jose Luis Abrantes, 2003. "The infosource scale: a measure to assess the importance of external tourism information sources," Nova SBE Working Paper Series wp440, Universidade Nova de Lisboa, Nova School of Business and Economics.
    9. Krishna Akalamkam & Joy Kumar Mitra, 2018. "Consumer Pre-purchase Search in Online Shopping: Role of Offline and Online Information Sources," Business Perspectives and Research, , vol. 6(1), pages 42-60, January.
    10. Dutta, Champa Bati & Das, Debasish Kumar, 2017. "What drives consumers' online information search behavior? Evidence from England," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 36-45.
    11. Keaveney, Susan M. & Huber, Frank & Herrmann, Andreas, 2007. "A model of buyer regret: Selected prepurchase and postpurchase antecedents with consequences for the brand and the channel," Journal of Business Research, Elsevier, vol. 60(12), pages 1207-1215, December.
    12. Bartschat, Maria & Cziehso, Gerrit & Hennig-Thurau, Thorsten, 2022. "Searching for word of mouth in the digital age: Determinants of consumers’ uses of face-to-face information, internet opinion sites, and social media," Journal of Business Research, Elsevier, vol. 141(C), pages 393-409.
    13. Frank J. van Rijnsoever & Martin J. Dijst & Carolina Castaldi, 2009. "Involvement and use of multiple search channels in the automobile purchase process," Innovation Studies Utrecht (ISU) working paper series 09-06, Utrecht University, Department of Innovation Studies, revised Apr 2009.
    14. Brinder S. Saigal & Bikram Jit Singh Mann & Rashmi Mann, 2010. "Comparative Analysis of Sources and Drivers of Information Search Behaviour of the UK and India," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 35(2), pages 169-188, May.
    15. Tülin Erdem & Michael Keane & T. Öncü & Judi Strebel, 2005. "Learning About Computers: An Analysis of Information Search and Technology Choice," Quantitative Marketing and Economics (QME), Springer, vol. 3(3), pages 207-247, September.
    16. Klein, Lisa R., 1998. "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods," Journal of Business Research, Elsevier, vol. 41(3), pages 195-203, March.
    17. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    18. Ryo Kato & Takahiro Hoshino & Daisuke Moriwaki & Shintaro Okazaki, 2022. "Mobile Targeting: Exploring the Role of Area Familiarity, Store Knowledge, and Promotional Incentives," Discussion Paper Series DP2022-10, Research Institute for Economics & Business Administration, Kobe University.
    19. Shao, Wei & Lye, Ashley & Rundle-Thiele, Sharyn, 2009. "Different strokes for different folks: A method to accommodate decision -making heterogeneity," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 495-501.
    20. Gensler, Sonja & Neslin, Scott A. & Verhoef, Peter C., 2017. "The Showrooming Phenomenon: It's More than Just About Price," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 29-43.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:12:y:2016:i:1:p:28-49. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.