Abstract
The condition of multi-segment and multi-choice aspiration levels (MSCAL) may exist in many marketing management problems. The problem cannot be solved by current goal programming (GP) approaches. This paper extended multi-choice GP (MCGP) model to solve MSCAL problem. The proposed method allows decision-maker (DM) to set multiple aspiration levels for their problems from both the ”lift-hand side aspiration levels” and the ”right-hand side levels,” of objective function, simultaneously. This significantly improved the utility of MCGP in real application; in addition, two illustrative examples are included to demonstrate the solution procedure of the proposed model.
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