The discrete choice models yield a decision-maker (DM)'s choices on the basis of the criteria values. In practice, however, the choices depend on the degree of enjoyment that an evaluating agent derives from a criterion, and which varies from individual to individual. To this end, we introduce an intuitionistic fuzzy variant of multinomial logit model of discrete choice that is able to explicitly consider the imprecision in the utility value, a DM associates with a criterion.