Investigation of preference knowledge of decision maker on consumer buying behaviour

Abstract

Consumer buying behaviour is characterized by such factors as fashion-consciousness, conservatism, hedonism, shopping experience, brand perception, and purchasing intention. This paper aims to obtain priority weights from consumer preference information included in a pairwise comparison matrix which does not exhibit consistency property. For solving this problem a linear programming-based method for correction of the pairwise comparison matrix to achieve consistency property was used. This paper, offers the application of crisp AHP to determine the consistency of the obtained matrix.