Smart Phones Purchase Decision Making: A Multi-Criteria Decision Making (MCDM) Problem Using AHP

Abstract

Multi-criteria Decision Making problem are becoming more popular day by day for its wide application in various domains. Particularly in the area of marketing it has a huge acceptability because of the complexity of the problem due to the involvement of multiple criteria with a wide range of alternatives. The current study uses a similar approach called Analytical Hierarchy Process (AHP) to solve the consumer’s decision dilemma. By collecting data from primary sources using a nine-point comparative scale the study tries to prioritise consumer’s choice regarding selection of best mobile phones. Findings of the study suggests the marketers to focus on providing superior value with more weightage to price.