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Assessment of Influencing Factors on Consumer Behavior Using the AHP Model

Author

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  • Marko Šostar

    (Faculty of Tourism and Rural Development, Josip Juraj Strossmayer University of Osijek—Faculty of Tourism and Rural Development in Pozega, Vukovarska 17, 34000 Pozega, Croatia)

  • Vladimir Ristanović

    (Institute of European Studies, Square of Nikola Pašić 11, 11000 Belgrade, Serbia)

Abstract

The influence of numerous factors determines and changes the daily behavior of consumers. This paper aims to estimate and rank the weight of cultural, social, personal, and psychological factors that change the buying habits of individuals. The research was conducted on a sample of 559 respondents in the Republic of Croatia. Data from the survey were used to create a hierarchical model structure. The analytic hierarchy process (AHP), as a decision-making method, was used in the analysis to estimate and rank the factors that influence consumer habits. An analysis of results showed that personal and psychological factors have the principal influence on consumer habits. Personal budget, as the dominant criterion in a group of set criteria, contributed to the fact that personal factors have the dominant influence on consumer habits.

Suggested Citation

  • Marko Šostar & Vladimir Ristanović, 2023. "Assessment of Influencing Factors on Consumer Behavior Using the AHP Model," Sustainability, MDPI, vol. 15(13), pages 1-24, June.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:13:p:10341-:d:1183600
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    1. Marko Šostar & Vladimir Ristanović, 2023. "An Assessment of the Impact of the COVID-19 Pandemic on Consumer Behavior Using the Analytic Hierarchy Process Model," Sustainability, MDPI, vol. 15(20), pages 1-31, October.
    2. David Jericho B. Villanueva & Ardvin Kester S. Ong & Josephine D. German, 2024. "Machine Learning Methods Analysis of Preceding Factors Affecting Behavioral Intentions to Purchase Reduced Plastic Products," Sustainability, MDPI, vol. 16(7), pages 1-26, April.

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