Abstract
The purpose of this paper is to present a set of factors that contribute to consumer patronage of a type of supermarket based on the Analytical Hierarchy Process. This model employs pairwise comparisons using the subjective scale developed by Saaty for analyzing hierarchies in general. The AHP is one of several methods which can be used by decision makers to make decisions in a dynamic complex environment. This approach is illustrated in an application to the prediction of consumer behavior in terms of their selection of the type of grocery store in which to shop. (A food store, a multifaceted supermarket, and a convenience mart.)
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Bahmani, N., Khorami, A., Sherman, H. (2015). An Application of the Analytical Hierarchy Model in Consumer Behavior. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_86
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DOI: https://doi.org/10.1007/978-3-319-16943-9_86
Publisher Name: Springer, Cham
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