Selecting Display Products for Furniture Stores Using Fuzzy Multi-criteria Decision Making Techniques

Efficient marketing in which the right products are supplied to the right consumer plays a crucial role for a profitable business in the age of highly accessible and competitive global market. This fact enforces producers to clearly identify and analyze the needs of consumers and to display their products respecting locality based on customers’ needs. The position of the business is strengthened within the market and its competiveness increases by supplying and displaying the products suitable to regional consumers’ preferences. In this study, an integral fuzzy multi criteria decision making technique is proposed for an effective decision making process to select the most suitable display products to the consumers’ needs and preferences. The approach has been applied to identify the most suitable set of modular furniture products to be displayed at a local store that locates in Bursa city of Turkey. The approach uses Fuzzy DEMATEL method to work out the interrelations of chosen criteria, which are weighted with Fuzzy ANP and finally suggest a rank-based list of products with Fuzzy PROMETHEE. The results are verified with the expert view and found very useful.