This paper attempts to demonstrate the usefulness of fuzzy synthetic decision approach to assess the brand value on consumers’ minds in the cosmetic market in a metropolitan area. The empirical works identify 10 key criteria on cosmetic evaluation, and consumers prefer Japan-made cosmetic products to Europe-made or US-made cosmetic products. Our research has provided a new path for future research on brand evaluation under a bunch of symbolic and numeric information or attributes.
關聯:
Journal of Statistics & Management systems 8(2), pp.343-353