Fuzzy comprehensive evaluation of purchase intention of retailer private brands based on improved AHP method

摘要

This paper uses the improved AHP comprehensive evaluation method to evaluate the purchase intention of Chinese retailer private brands. This method can reduce the subjectivity of the weight selection and improve the accuracy of weights. The paper also uses the degree of membership to grade the evaluation levels and conducts the backward evaluation to the different levels of indicators one by one, thus obtaining the relative development level of each indicator. The evaluation results show that consumers have higher acceptance of retailer private brands and they have strong purchase intentions.