Brand choice model selection based on consumers’ multicriteria preferences and experts’ knowledge Brand choice model selection based on consumers’ multicriteria preferences and experts’ knowledge Peer-Reviewed Journal Publication Δημοσίευση σε Περιοδικό με Κριτές 2015-11-032000enA primary goal in the marketing science is to describe, model, and finally predict the behavior of the consumers and their attitudes towards the products that form the market. Multicriteria analysis is a powerful tool in our effort to reveal the preferences of the consumers according to multiple points of view. The use of multiattribute utility theory along with models of consumer behavior permits the analyst to explore and describe different patterns in consumer's decision making by studying the distribution of assigned utilities. The results are converted into simple “if…then” rules and a knowledge base is constructed. Consequently, the decision maker obtains an additional tool in his/her effort to model in a most efficient manner the environment of the market.http://creativecommons.org/licenses/by/4.0/Computers and Operations Research7-827 689–707 Matsatsinis Nikolaos Ματσατσινης Νικολαος Samaras Andreas Σαμαρας Ανδρεας Elsevier Services marketing service industries marketing services marketing