In the present study, customer's perception has played one of the important roles for selection of the exact equipment out of available alternatives. The present study is dealt with the method of optimization of selection criteria of a material handling equipment, based on the technical specifications considered to be available at the user end. In this work, the needs of customers have been identified and prioritized, that lead to the selection of number of criteria, which have direct effect upon the performance of the equipment. To check the consistency of selection criteria, first of all an AHP based methodology is adopted with the identified criteria and available product categories, based upon which, the judgments of the users are defined to derive the priority scales. Such judgments expressed the relative strength or intensity of the impact of the elements of the hierarchy. Subsequently, all the alternatives have ranked for each identified criteria with subsequent constitution of weighted matrices. The same has been compared with the normalized values of approximate selling prices of the equipments to determine individual cost-benefit ratio. Based on the cost-benefit ratio, the equipment is ranked. With same conditions, the study is obtained again with a Fuzzy AHP concept, where a fuzzy linguistic approach has reduced the amount of uncertainty in decision making, caused by conventional AHP due to lack of deterministic approach. The priority vectors of category and criteria are determined separately and multiplied to obtain composite score. Subsequently, the average of fuzzy weights was determined and the preferences of equipment are ranked.