Analytical Hierarchy Process for Higher Effectiveness of Buyer Decision Process

Buyer decision processes are the decision-making processes undertaken by consumers about a potential market transaction before, during, and after the purchase of a product or service. More generally, decision-making is the cognitive processes of selecting a course of action from among multiple alternatives. How many evaluation criteria a consumer will use, what different types of criteria will be considered and how much importance will be placed on each of them depends on the consumer himself and the product consideration. The Analytical Hierarchy Process (AHP) is a multi criteria decision-making process that is especially suitable for complex decisions, which involve the comparison of decision elements, which are difficult to quantify. The crux of AHP is the determination of the relative weights to rank the decision alternatives. In this study, it has been identified that through using AHP model consumers can evaluate the product attributes differently from simple evaluation criteria. AHP process described an effective buying decision by finding out the effectual attributes of different alternatives.