Markaların Tüketici Tercih Kriterlerine Göre Analitik Hiyerarşi Süreci Yöntemi ile Değerlendirilmesi: Beyaz Eşya Sektöründe Bir Uygulama(Ranking of Brands Based on Consumer Choice Criteria With AHP Method: Example of White Goods)

Abstract

Analitic Hierarchy Method (AHP), one of the multicriteria decision making methods, have been frequently used by many aouthors to solve decision making problems. This study included widely known brands, produce and market in all groups (big, small and other home device) in the white goods sector. These brands was scored and ranked by using consumer choice criterias in all sub groups and totally. In this study, eveluation criterias and their influences was defined by using statistical method and AHP method was used based on these criterias and influences for both sub groups and total one. Brands is ranked for all sub groups and general rank is counted with avarage of them. The main difference from other AHP studies that, total score is counted by using all sub groups and their influences. Differences between this method and others is from two phases calculation. In the first phase, it is calculated all sub performances of brands, and then second, is calculated main performances as cumulated. Therefore, it can be shown that positive or negative performance of sub groups and their effects on general performance easily.

Keywords

• Çok Kriterli Karar Verme
• AHS
• Beyaz Eşya Sektörü
• Multi Criteria Decision Making (MCDM)
• AHP
• White Goods Sektor