| A model of fuzzy comprehensive evaluation on purchasing the decision of health product was built. By combining hierarchy analysis process with fuzzy sets theory, a calculation method of the weight of fuzzy judgment was got. While the model was to research the purchasing decision of health, not only have the analysis affecting degree of single factor, but also have the analysis of affecting degree the comprehensive factor, and got a mathematic result to reply the influence degree of the comprehensive factor.The model was used to evaluate consumers'purchasing decision, choosing three kinds of health products were selling in ChangChun region. Investigating through market and consulting experts first. The local level of evaluation: nutrition component, condition of packing, price factor, advertising campaign and service. Secondary evaluation: health product special shop, large markets and small supermarkets, general store . Six experts in health products were chosen to establish the level of each factor's weight. And through the questionnaire method, four hundred normal consumers were investigated to build per health product's evaluation of matrix. The result showed that this model can provide real,complete and reliability consumer psychology of consumers for choosing from a variety of health products as well as can be used to provide a decision-making in new health product exploitation.Based on the ideal of combination quantitative analysis and qualitative analysis to research purchasing decision. The model has simple and convenient manipulation, not the enterprise can know the consumers'decision in time, but the enterprise can mastery the sale circumstance of the market of their product, and can make corresponding change in order to occupy higher marketable quotient. At the same time, such as developmental stage in new product, may also use this model to forecast the popular degree in the consumer of it. |
PDF Full Text Request