A company must be aware of the needs and desires of its customers who have a list of criteria which will fulfil their purchasing needs. The task of the marketing department within the company is to examine their customers' buying behaviour. In our research, we discovered the opinion of a sample of buyers from a selection of European countries about laminated panels using their graded opinion of the importance of a range of buying criteria. Using AHP analysis of the buyers' responses, the results show that the most important criteria were quality, price and flexibility. Based on analysis of these buying criteria, the company can plan marketing activities and adapt them according to the intended market and product segment.
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