Evaluation of factors in buying decision process of furniture consumers by applying AHP method
Oblak, Leon (Author), Pirc Barčić, Andreja (Author), Klarić, Kristina (Author), Kitek Kuzman, Manja (Author), Grošelj, Petra (Author)

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There are not many wooden products that consumers would buy on pure impulse. Their decision regarding the purchase of a product normally undergoes a process of consideration – the more expensive the product, the more thorough the consideration. The consumer buying decision process consists of five stages: need recognition, search for information, alternatives evaluation, purchase decision and post-purchase behaviour. A company must establish what is important for consumers in each stage of this process. On the basis of these findings, the company must define the measures to influence consumers in individual phases. In this study, the analytic hierarchy process was used to analyse the buying behaviour of potential furniture buyers. Slovenian and Croatian marketing experts were asked about the habits, requests and needs of furniture buyers. The results of the research can serve as useful information for companies producing wooden products in the formulation of successful marketing strategies.

Keywords:buyer decision process, buying behaviour, wood company, furniture, AHP
Tipology:1.01 - Original Scientific Article
Organization:BF - Biotechnical Faculty
Number of pages:Str. 37-43
Numbering:Vol. 68, no. 1
ISSN on article:0012-6772
DOI:10.5552/drind.2017.1625 This link opens in a new window
COBISS.SI-ID:2683529 This link opens in a new window
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Record is a part of a journal

Title:Drvna industrija
Shortened title:Drv. ind.
Publisher:Šumarski fakultet Sveučilišta u Zagrebu, Hrvatsko šumarsko društvo, Croatiadrvo, d. d., Exportdrvo, p. o.
COBISS.SI-ID:2858754 This link opens in a new window

Secondary language

Keywords:pohištvena industrija, nakupne odločitve, AHP metoda, analiza

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