Condorcet criterion to support consumer decision making for online shopping

Consumers typically evaluate an enormous amount of product information before making a final purchase. As such, overloading consumers with too much information during the purchasing process can be a serious problem. Eliminating consumers' confusion by filtering out inappropriate product alternatives can be a crucial issue when the number of items in an online store are in excess a consumer's ability to evaluate. This study examines the feasibility of adopts the Condorcet criterion to filter product choice to minimize consumer effort when making a purchase decision. The Condorcet criterion is used frequently in the field of social choice to compare vote counting systems. This study applied the Condorcet criterion to sort alternatives into a useful rank of sale items for consumers. An example is conducted which employs the Condorcet criterion to support online consumer purchasing of hotel rooms.