Identifying variables to define innovator group in the healthy food industry: A fuzzy approach

Research output: Conference paperContribution

Abstract

Customer adoption of innovation is a multi-disciplinary research area which has been extensively researched. However, identifying the most important variables that affect the adoption process remains unattended. In this paper, we propose Fuzzy TOPSIS method to rank variables that affect the Innovator Group customers. With an illustrative example we explain the method's applicability and we conclude by discussing implications for marketing research and healthy food industry.
Original languageEnglish
DOIs
Publication statusPublished - 11 Dec 2018
Event38th SGAI International Conference on Innovative Techniques and Applications of Artificial Intelligence 2018 -
Duration: 11 Dec 201813 Dec 2018

Conference

Conference38th SGAI International Conference on Innovative Techniques and Applications of Artificial Intelligence 2018
Period11/12/1813/12/18

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