소비자 선호도에 관한 실증적 연구-AHP를 중심으로-

An Empirical Study on the Consumer Preference: Analytic Hierarchy Process as a Means for Measuring Preference

Modeling and measuring how consumers form preferences for products or services is critical to the understanding of consumer behavior. Considerable research has been applied to the task of determining how consumers combine perceptions of product attributes into preferences. Analytic Hierarchy Process(AHP) is a methodology for aiding decision makers faced a complex decision problem. Traditionally it is used as a normative model. In this paper, we examine the applicability of AHP as a descriptive model for consumer preference. We discuss the appropriateness of AHP to consumer preference and present an empirical analysis for showing the merits and the descriptive validity of AHP.