Abstract
Shopping malls today, are the centers of social life. There exists an increasing demand of shopping malls. The market’s profit margin is promising however from the investor’s perspective, shopping malls require big investments and the risk level is high. For the success of a shopping mall, its target market needs to be chosen carefully in the beginning and its marketing mix needs to be in the same direction. There exist many factors influencing the target market strategy selection of a shopping mall; this process can be observed as an MCDM problem. The purpose of this study is to determine the interrelations between the criteria affecting a shopping mall’s target market differentiation degree, to select a target marketing strategy while considering the hesitations of decision makers and to represent this complex decision making system with intuitionistic fuzzy cognitive maps. Numerical application is made for investment decision making process of a new shopping mall that will locate in Istanbul, Turkey.
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This study is supported by Galatasaray University Research Fund, Project 17.402.005.
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Dogu, E., Gurbuz, T., Albayrak, Y.E. (2018). Construction of Intuitionistic Fuzzy Cognitive Maps for Target Marketing Strategy Decisions. In: Kacprzyk, J., Szmidt, E., Zadrożny, S., Atanassov, K., Krawczak, M. (eds) Advances in Fuzzy Logic and Technology 2017. EUSFLAT IWIFSGN 2017 2017. Advances in Intelligent Systems and Computing, vol 641. Springer, Cham. https://doi.org/10.1007/978-3-319-66830-7_55
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