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2018 | OriginalPaper | Chapter

Identifying Variables to Define Innovator Group in the Healthy Food Industry: A Fuzzy Approach

Authors : Pooja Mohanty, Nuria Agell Jane, Monica Casabayo Bonas

Published in: Artificial Intelligence XXXV

Publisher: Springer International Publishing

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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.

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Metadata
Title
Identifying Variables to Define Innovator Group in the Healthy Food Industry: A Fuzzy Approach
Authors
Pooja Mohanty
Nuria Agell Jane
Monica Casabayo Bonas
Copyright Year
2018
Book
Artificial Intelligence XXXV

Print ISBN: 978-3-030-04190-8

Electronic ISBN: 978-3-030-04191-5

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-030-04191-5_36

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