The AHP approach for selecting an automobile purchase model

The analytic hierarchy process (AHP) provides a structure on decision-making processes where there are a limited numbers of choices but each has a number of attributes. This paper explores the use of AHP for deciding on car purchase. In the context of shopping, it is important to include elements that provide attributes that make consumer decision-making easier, comfortable and therefore, lead to a car purchase. As the car market becomes more competitive, there is a greater demand for innovation that provides better customer service and strategic competition in the business management. This paper presents a new methodological extension of the AHP by focusing on two issues. One combines pairwise comparison with a spreadsheet method using a 5-point rating scale. The other applies the group weight to a reciprocal consistency ratio. Three newly formed car models of midsize are used to show how the method allows choice to be prioritized and analyzed statistically.