Assessment of Influencing Factors on Consumer Behavior Using the AHP Model

Marko Šoštar · Vladimir Ristanović

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Consumer Behavior and Marketing Influence Multi-Criteria Decision Making Consumer Behavior and Market Dynamics

Abstract

The influence of numerous factors determines and changes the daily behavior of consumers. This paper aims to estimate and rank the weight of cultural, social, personal, and psychological factors that change the buying habits of individuals. The research was conducted on a sample of 559 re-spondents. Data from the survey were used to create a hierarchical model structure. The Analytic Hierarchy Process (AHP) as a decision-making method was used in the analysis to estimate and rank the factors that influence consumer habits. An analysis of results showed that the personal and psychological factors have the principal influence on consumer habits. Personal budget, as the dominant criterion in a group of set criteria, contributed to the fact that the personal factors have the dominant influence on consumer habits. The work showed that the choice of the method used is relevant to the results and that the analysis of the impact on consumer habits can be expanded by including several factors.

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References

2008Decision making with the analytic hierarchy process 1990How to make a decision: The analytic hierarchy process 2017European Journal of Business and Management 2012Decision Making in Manufacturing Environment Using Graph Theory and Fuzzy Multiple Attribute Decision Making Methods 2017Social media marketing: Comparative effect of advertisement sources 1987Incomplete pairwise comparisons in the analytic hierarchy process 2020COVID-19 Generation: A Conceptual Framework of the Consumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic 2016Factors affecting consumer buying behavior

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