The guitar buyers are often faced by dilemma on how to assess the real value of an instrument. Therefore, in my research assignment, I have focused on determining the most influential factors with an impact on quality and price of a guitar. Using the poll method we have come to the conclusion that customer opinions place the highest value on guitar sound and on quality of wood, consisting guitar neck and body; brand of a guitar is less important to potential customers. The applied AHP method has pointed out the process of guitar making as the key criteria in assessing the guitar quality; guitar fingerboard dictates the height of the price.
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