Abstract: A model of fuzzy comprehensive evaluation on consumer psychology of health product was built. By combining hierarchy analysis process with fuzzy sets theory, a calculation method of the weight of fuzzy judgment was got, and used to evaluate consumers in ChangChun, China. The local level of evaluation: nutrition component, condition of packing, price factor, advertising campaign and after service. Secondary evaluation: health product special shop, large supermarkets, small supermarkets, general store and capital mailing order. The result showed that this model can provide real, complete and reliability consumer psychology of consumers for choosing from a variety of health products as well as can be used to provide a decision-making in new health product exploitation.

Key words: consumer psychology, fuzzy comprehensive evaluation, analytical hierarchy process, weight