Abstract
There are several evaluation criteria when consumers decide on buying products. However, being compelled by the presence of conflicting factors, consumers usually make decisions based on a single criteria or benefit. The decision might result to the lack of consideration and not meeting practical needs. The purpose of this study is to understand how consumers decide on their purchases among numerous evaluation standards and complicated contradictory situations. This study, based on fuzzy VIKOR and aiming at green appliances, explored the systematic procedure for making the best decision under multiple criteria. It is also hoped that the study may provide valuable information about fuzzy multi-criteria decision making and marketing communications strategy towards consumers in durable goods market in the future.
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