Targeting the Post-80’s Market: An MCDM Approach

[[abstract]]The post 80’s generation has recently been becoming the main consumer base. The existing literature on the post 80’s generation, however, emphasizes social, macro-economic, and reflections on materialism perspectives rather than their standpoint as an influential consumer in terms of marketing positioning. This study presents a consequences process showing a Taiwanese smartphone manufacturer searching for an appropriate agent in East China in terms of an Multiple Criterion Decision Making (MCDM) method. Subsequently, the survey results revealed some useful information on post 80’s smartphone users. The conclusion provides numerous research directions that are worth following for the study of targeting post 80’s consumers.[[incitationindex]]EI[[booktype]]紙