شناسايي و رتبه بندي معيارهاي خريد مشتريان خودروهاي سواري متوسط قيمت در شهر تهران با استفاده از AHP فازي

Recognizing and Ranking Consumers1 Purchasing Criteria for Mid-Range Priced Passenger Cars in Tehran, Using Fuzzy AHP

Understanding consumersʹ needs and purchasing process, is the basis for successful marketing. Recognizing how consumers pass through problem recognition, information gathering, the evaluation of different alternatives purchase decision-making and post-purchase behavior are all guidelines for meeting customers needs. On the other hand, knowing the people who are participants in the purchase process and the factors that influence their buying behavior helps marketers offer effective programs for supplying goods and services to the target market. This research has been done to identify the factors that influence the behavior of customers who purchase Iranian passenger cars in order to supply a product which increases their satisfaction increases car companies, market share and the effectiveness of advertisements related to such products. Here, a technique has been presented for ranking purchasing criteria of passenger cars valued at 100-150 million Rials in Tehran, under a fuzzy setting. A methodology is offered based on the Fuzzy Analytical Hierarchy Process. This model includes eight main criteria which are Exterior, Interior, Convenience, Performance, Safety and Security, Economic Aspects, Sales and delivery services and After-sales services, their related sub-criteria and ten additional alternatives (Verna Hyundai, Gol, Peugeot 405 Glx, Peugeot 206 SD, Peugeot 206 V20, Peugeot 206 V8, Samand, Samand LX, Peugeot Pars & Kia Rio). The results showed that Safety and security, Performance, Exterior and Convenience are the most important factors for consumers when passenger car models in the 100 to 150 million Rials cost range respectively.