The Research On Model Of Consumer Product Selection Based On Analytical Hierarchy Process

The rapid development of social productive forces and the competition in the market has led to fundamental change of relationship between supply and demand. Survival and development pressures have forced enterprises to make efforts to provide consumers with more Customer Transfer Value than the competitors. Undoubtedly, the in-depth grasp of customer's products evaluation, is the base in making correct marketing decision and promoting the purchase of the customer.Based on the need of marketing practice, this paper introduced the fuzzy AHP to research the consumer's system of product evaluating, the different degree of attention to product indicators, specific ways of product selection. Specifically, it's to inspect the different importance of one product attributes to the consumers and the different merits of the same product attributes of different products by contrast. And finally, an example of a bank depositor's bank choose is given to illustrate the application of this methodThe paper has given enterprise a qualitative and quantitative combined tool to inspect the evaluation of consumer choice behavior. However, this method is too complex in many circumstances, and it's also very difficult to solve a number of consumer choice behaviors, which requires us to make further study.