MULTI-ASPIRATION GOAL PROGRAMMING FORMULATION

A significant analytical approach contrived to solve many real-world problems is Goal Programming (GP). In many marketing or decision management problems, the phenomenon of multi-segment aspiration levels and multi-choice goal levels may exist for decision makers. This problem cannot be solved by current GP techniques such as multichoice goal programming and multi-segment goal programming. This paper rovides a new idea to integrate the multi-segment goal programming and multi-choice goal programming in order to solve multi-aspiration problems. Moreover, it develops the concepts of these models significantly for real application; in addition, a real problem is provided to demonstrate usefulness of the proposed model. The results of the problem are analyzed and finally, the conclusion is remarked.

Multi-aspiration levels; Multi-segment goal programming; Multi-choice goal programming; Decision making; Marketing