Application of Analytic Hierarchy Process to Analysis of Consumers' Decison Making
スポンサーリンク
概要
- 論文の詳細を見る
The consumers' decision-making process in the purchase of a digital copier was analyzed by Analytic Hierarchy Process (AHP). The greatest feature of AHP is that it enables one to make a quantitative comparison of the importance of choices in decisionmaking. In addition to cost, performance and service, in this analysis, environmental influence was adopted as one of the criteria which constitute the hierarchy of decisionmaking in the purchase of a digital copier. The importance of these four criteria to consumers was determined according to the questionnaire survey result, which was carried out for the members of the green purchase network, and the relative weights of the attributes of each alternative product were calculated using the product information provided by the copier makers. The degree of each consumer's preference to the alternative product was quantified as a vector by multiplying these two kinds of weights. The validity of AHP's prediction of the product preference was examined by comparing that prediction with the same consumer's intuitive product preference ranking, which was done simultaneously by questionnaire. It was found that the matching rate of the AHP rankings to the intuitive rankings was 62.5 %. Taking consumers' ambiguity into consideration, when 2 % variation in their criteria importance was allowed, a coincidence of more than 90 % of the two types of rankings was obtained. Using this consumers' criteria importance, a sensitivity analysis was carried out by changing the prices of the eco-friendly digital copiers. The results indicate that the demand for the eco-friendly digital copier was higher than that for the non-environmental friendly product even if the former was 10 % more expensive.
- 社団法人 環境科学会の論文
社団法人 環境科学会 | 論文
- Effects of Organic Matter Application on Growth of Rice Plants, Soil Environments and Methane Emission from Paddy Fields.
- Analysis of Methanogenic Microbial Ecosystem in Paddy Field Soil. Seasonal Changes in the Distribution of Various Bacteria and Effects of Organic Matter Application.:-Seasonal Changes in the Distribution of Various Bacteria and Effects of Organic Matter A
- Determination of the Sulfate-removing Ability of Freshwater Sediments by a Convenient Method based on the HPLC Analysis of Sulfate.
- Examination in Precision and Accuracy of a Simplified Short-term Exposure Method for the Measurement of Atmospheric NO2 Concentration.
- Relationship between Distribution of Gaseous Pollutants and Vital Degree of Pine and Broad-leaved Tree Species on the Mt. Gokurakuji, Hiroshima Prefecture, Japan.