A comparative gender based evaluation of e-commerce website: A hybrid MCDM approach

Past few years have seen an escalated addition in ecommerce websites along with the users, with significant additions from both male and female populations. With the proliferated competition knowing your customer base becomes important. The disquisition focuses on the parallel evaluation of these websites for both genders. The factors individuate itself for males and females, which has been considered in the comparative evaluation. This segregation has been done through calculation of weights using fuzzy AHP which is inputted to TOPSIS for the culminating evaluation. The differentiation of the factor behaviour for males and females provides the industry with the improvement area to enhance their customer base in both the bifurcations, with the findings concreting facts and needs of both the genders.