A Study for Selection Model of Product Quality using Analytic Hierarchy Process

AHP를 이용한 제품 품질 선택 모형에 관한 연구

Customers have the various needs and personalities and try to get them. The behaviour of buying products, one of the highlight things, is the most general phenomenon of filling up their desires, and even these types are eventually personalized. Also there are various criteria for selecting it and also those are to be determined by the customers' own personalities. Mostly customers show the more attractive behaviours for those products which are more attractive to them, and for carefully buying them they use various paths. The criteria to buy the products are the mostly generalized things such as price, design, size, weight, trend, and so on, and it can be affected by the specifics of the products. But it is not definitely unimportant to consider the personality. Customers have the unusual personality for the product which is more attractive to them, and then for the unattractive, they only show the unclear criteria or specifics. The existing studies are focused on the product itself, and then they just show the results related to the specifics of the products, but it could be considered a case that the customers could think some products classified into the highly involvement products would be the lower involvement ones. Upon this, for same products if the customers show some differences of information(relating to the degree of involvement), I am going to figure it out by using AHP that what the criteria to buy is. In this study, with the computer products which are considered as the highly involvement products, I will select two groups showing the differences of awareness of the products, and then figure out the selecting criteria.