Using the Fuzzy AHP methodology in Customer’s PurchasingDecision-making Process based on Marketing Mix (4Ps)

In purchasing process, whether in traditional or online, we face the problem of comparison and decisionmaking. Also given the fact that the main criteria which are considered by most customers in purchasing process are marketing mix (4Ps), so we take into consideration these criteria as the main criterion. Moreover, lack of certainty and definability of these criteria in fuzzy form lead us to model customer’s purchasing decision-making process by using the fuzzy AHP methodology.