IDEAS home Printed from https://ideas.repec.org/a/spr/ijsaem/v14y2023i3d10.1007_s13198-023-01915-2.html
   My bibliography  Save this article

Finding the target customers through new approach in Analytic Hierarchy Process (AHP) using Big 5 personality traits

Author

Listed:
  • S. Saraswat

    (Aligarh Muslim University)

  • V. Sharma

    (Aligarh Muslim University)

  • M. A. Khan

    (Aligarh Muslim University)

Abstract

The market for most products is exemplified by cutthroat competition. To ensure that a manufacturer continually progresses in the market, it is exceedingly important to identify the target customers. This work is an attempt to find the target customers using Analytic Hierarchy Process (AHP) upon stratifying the customers into the Big 5 personality traits: Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism. Usually, pairwise comparisons in AHP rely on the judgment of experts, which can vary from expert to expert. The authors proposed the finding of the best alternative through a new approach of comparisons relying on the data, extracted from respondents, demonstrated by employing AHP to find the target customers of Xiaomi smartphones. The alternatives for the AHP are taken to be the aforementioned Big 5 personality traits while the criteria are chosen to be budget, camera, RAM, ROM, battery and processor, which happen to be the biggest selling points for the Xiaomi smartphones as inferred from the responses of the pilot sample respondents. Findings from the pilot sample data using AHP were found to be consistent with the actual results from Xiaomi-interested respondents in the total sample data. Further, the customers of Xiaomi are compared with those of Samsung. Moreover, the customers’ trust in both brands has also been investigated. This work suggests the use of the new approach in AHP to find the target customers of different products to facilitate the comparative analysis between competing brands.

Suggested Citation

  • S. Saraswat & V. Sharma & M. A. Khan, 2023. "Finding the target customers through new approach in Analytic Hierarchy Process (AHP) using Big 5 personality traits," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 14(3), pages 1028-1039, June.
    • Handle: RePEc:spr:ijsaem:v:14:y:2023:i:3:d:10.1007_s13198-023-01915-2
    DOI: 10.1007/s13198-023-01915-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13198-023-01915-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s13198-023-01915-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wedley, William C., 1990. "Combining qualitative and quantitative factors--an analytic hierarchy approach," Socio-Economic Planning Sciences, Elsevier, vol. 24(1), pages 57-64.
    2. Bosnjak, Michael & Galesic, Mirta & Tuten, Tracy, 2007. "Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach," Journal of Business Research, Elsevier, vol. 60(6), pages 597-605, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ali, Syed Raza & Ali, Syed Hassan & Yasir, Muhammad & Khan, Muhammed Hamza, 2022. "Investigating The Effect of Brand’s Social Media Pages On Developing Economy Consumers Purchase Intention," MPRA Paper 112325, University Library of Munich, Germany.
    2. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Xi, Nannan & Hamari, Juho, 2021. "Shopping in virtual reality: A literature review and future agenda," Journal of Business Research, Elsevier, vol. 134(C), pages 37-58.
    4. Sirgy, M. Joseph & Lee, Dong-Jin & Yu, Grace B. & Gurel-Atay, Eda & Tidwell, John & Ekici, Ahmet, 2016. "Self-expressiveness in shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 292-299.
    5. Mowen, John C. & Fang, Xiang & Scott, Kristin, 2009. "A hierarchical model approach for identifying the trait antecedents of general gambling propensity and of four gambling-related genres," Journal of Business Research, Elsevier, vol. 62(12), pages 1262-1268, December.
    6. Pappas, Ilias O. & Kourouthanassis, Panos E. & Giannakos, Michail N. & Chrissikopoulos, Vassilios, 2016. "Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions," Journal of Business Research, Elsevier, vol. 69(2), pages 794-803.
    7. Londono, Juan Carlos & Davies, Keri & Elms, Jonathan, 2017. "Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 8-20.
    8. Sabina Lissitsa & Ofrit Kol, 2021. "Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention," Electronic Commerce Research, Springer, vol. 21(2), pages 545-570, June.
    9. Xu, Zhen & Islam, Tahir & Liang, Xiaobei & Akhtar, Naeem & Shahzad, Mohsin, 2021. "‘I'm like you, and I like what you like’ sustainable food purchase influenced by vloggers: A moderated serial-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. Sameer Ali & Abraham George, 2022. "Modelling a community resilience index for urban flood-prone areas of Kerala, India (CRIF)," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 113(1), pages 261-286, August.
    11. Smith, Rachel & Deitz, George & Royne, Marla B. & Hansen, John D. & Grünhagen, Marko & Witte, Carl, 2013. "Cross-cultural examination of online shopping behavior: A comparison of Norway, Germany, and the United States," Journal of Business Research, Elsevier, vol. 66(3), pages 328-335.
    12. McClure, Clair & Seock, Yoo-Kyoung, 2020. "The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    13. Chatzimouratidis, Athanasios I. & Pilavachi, Petros A., 2008. "Multicriteria evaluation of power plants impact on the living standard using the analytic hierarchy process," Energy Policy, Elsevier, vol. 36(3), pages 1074-1089, March.
    14. Massoud Moslehpour & Van Kien Pham & Wing-Keung Wong & İsmail Bilgiçli, 2018. "e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use," Sustainability, MDPI, vol. 10(1), pages 1-17, January.
    15. Chaparro-Peláez, Julián & Agudo-Peregrina, Ángel F. & Pascual-Miguel, Félix J., 2016. "Conjoint analysis of drivers and inhibitors of e-commerce adoption," Journal of Business Research, Elsevier, vol. 69(4), pages 1277-1282.
    16. Gianluigi Guido & Cesare Amatulli & Alessandro M. Peluso & Clarissa Matteis & Luigi Piper & Giovanni Pino, 2020. "Measuring internalized versus externalized luxury consumption motivations and consumers’ segmentation," Italian Journal of Marketing, Springer, vol. 2020(1), pages 25-47, March.
    17. Roberto P. Q. Falcao & J. B. Ferreira & Murilo Carrazedo Marques da Costa Filho, 2019. "The influence of ubiquitous connectivity, trust, personality and generational effects on mobile tourism purchases," Information Technology & Tourism, Springer, vol. 21(4), pages 483-514, December.
    18. Sanjeev Prashar & T. Sai Vijay & Chandan Parsad, 2017. "Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework," Vikalpa: The Journal for Decision Makers, , vol. 42(1), pages 1-18, March.
    19. Mohammad Alamgir Hossain & Shams Rahman, 2021. "Investigating the Success of OGB in China: The Influence of Personality Traits," Information Systems Frontiers, Springer, vol. 23(3), pages 543-559, June.
    20. Iaia, Lea & Leonelli, Simona & Masciarelli, Francesca & Christofi, Michael & Cooper, Sir Cary, 2022. "The malevolent side of masstige consumers’ behavior: The role of dark triad and technology propensity," Journal of Business Research, Elsevier, vol. 149(C), pages 954-966.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:ijsaem:v:14:y:2023:i:3:d:10.1007_s13198-023-01915-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.