Hsu, Tsuen‐Ho; Lee, Monle - In: Competitiveness Review: An International Business Journal 10 (2000) 2, pp. 87-97
When the consumer purchases a product, his/her preference of the product attributes is a subjective judgment. The values assigned in the questionnaire in which the respondents indicated their preferences often contain fuzziness and imprecision. Based on Fishbein's multiple‐attribute utility...