Article
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Assessment of Influencing Factors on Consumer Behavior using the AHP Model
Version 1
: Received: 19 May 2023 / Approved: 31 May 2023 / Online: 31 May 2023 (10:27:49 CEST)
A peer-reviewed article of this Preprint also exists.
Šostar, M.; Ristanović, V. Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability 2023, 15, 10341. Šostar, M.; Ristanović, V. Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability 2023, 15, 10341.
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.
Keywords
consumer behavior; influential factors; buying habits
Subject
Business, Economics and Management, Marketing
Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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