Journal of Management Research
Volume 9, Number 1 (April 2009)
ISSN: 0972-5814 Online ISSN: 0974-455X
Adaptation of Fuzzy Reasoning and Rule Generation for Customers’ Choice in Retail FMCG Business
Prasun Das
| Abstract |
In today’s retail business, ensuring customer satisfaction in delivering the right product and service to the end-users is the major concern for the future growth of the organization. In the present work an attempt is made to model the customer choice in FMCG product design during purchase in retail outlets based on customer survey. Since the behavior of customer cannot be predicted easily due to association of fuzzyness involved, fuzzy reasoning is adapted for modeling such uncertainty along with generation of rules towards product design preference using statistical principle. The results found from this work would be beneficial to the retail management, in general, about customers’ profile and would help in planning retail business for FMCG items.
Login