Assessment of Factors Influencing the Purchase Decision Making of Car Using Analytic Hierarchy Process Approach

Abstract

This study examines the factors that influence consumer car purchasing decisions by applying the Analytic Hierarchy Process (AHP) together with survey-based analysis. Data were collected from 112 respondents through pairwise comparisons and structured questionnaires. The normalized pairwise comparison matrix and derived priority weights identified marketing, product attributes, and brand image as the most influential criteria, while pricing and value perception and quality were found to play supportive roles. Consistency analysis produced a Consistency Ratio (CR) of 0.027, confirming the logical reliability of the judgments. Complementary survey findings supported these results, with respondents citing pricing, brand image, and quality as the primary criteria considered in the initial stage of evaluation. This study provides useful reference points for manufacturers and marketers seeking to engage consumers more effectively and contributes to the broader understanding of multi-criteria decision-making in consumer behaviour research.