A fuzzy logic Approach to predict the best fitted apparel size in online marketing

Online marketing has been showed dramatic increase related with the usage proportion of internet. Availability of wide range of products and comparing different brands and products with just a few click, makes online marketing even more desirable. Apparel is one of the product group that physical experience directly affect consumer buying behavior. On the other hand, return of online purchased apparel cause extra cost and time for suppliers and consumers. Size of apparels may differ based on brands and lead consumer in confusion. In this study, we aimed to compare measurements of the consumer and the product regardless of brands' size using with fuzzy approaching manner and concluded with a fitness ratio in terms of fuzzy numbers. By this way, online shoppers will be able to find best fitted products for their body measurements in each brand.