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Evaluation of customer's mall preferences in India using fuzzy AHP approach

Madhurima Deb (Indian Institute of Management Ranchi, Ranchi, Jharkhand, India)

Journal of Advances in Management Research

ISSN: 0972-7981

Article publication date: 18 May 2012




The purpose of this paper is to develop a structured model to understand mall preferences among Indian customers.


The present study uses fuzzy analytical hierarchy processing (FAHP). Use of Fuzzy Logic will provide a more reliable solution since it is capable of handling vagueness and uncertainty in the database.


Findings of the study suggest that the most preferred value that determines mall preference by Indian customers is HV, followed by SV, contrary to the stereotype that Indian customers are price sensitive. Forum mall is the best mall in terms of HV and SV, which motivates customers to shop at a particular mall.

Practical implications

The study will be useful for managers and academicians. The study will help managers develop a better understanding of customer's mall preferences and identify their own strengths and weaknesses. Based on this, they can devise strategies to maximize strengths by minimizing weaknesses.


Most of the work on FAHP is dedicated to either vendor selection or supplier selection. A study of this kind, in the context of mall preference among Indian customers is an original contribution to the literature of Indian retailing.



Deb, M. (2012), "Evaluation of customer's mall preferences in India using fuzzy AHP approach", Journal of Advances in Management Research, Vol. 9 No. 1, pp. 29-44.



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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