Multi‐criteria decision‐making for automobile purchase using an integrated analytical quality fuzzy (AQF) technique

In this paper we propose an integrated model from the most important and usable multi‐criteria decision‐making (MCDM) techniques, means analytic hierarchy process (AHP) and quality function deployment (QFD)‐fuzzy technique for preference, in order to examine the improvement fields of Indian automobile industry. A new approach, AQF method, has been suggested to combine the results of three techniques to find the final ranking. Besides, we propose a developing QFD‐fuzzy model as a basis for comparing the reliability of results of the MCDM techniques, which depicts that AQF is more reliable than other MCDM techniques. Our results have certified that technology, economical aspects, style, comforts, safety, tools availability, convenience, social aspects, aesthetics view, and manufacturers are the customers' most important criteria for automobile selection. After comparing the internal and external products, and ranking them based on the criteria and sub‐criteria, the necessity to improve internal automobiles on various fields has been prioritised.