ZENITH International Journal of Multidisciplinary Research
Year : 2015, Volume : 5, Issue : 10
First page : ( 83) Last page : ( 90)
Online ISSN : 2231-5780.

Analytical Hierarchy Process (AHP) approach to priorihtize factors influencing student's smartphone buying behaviour at Muzaffarpur district of Bihar

Sinha Purnima

Assistant Professor, L.N. Mishra College of Business Management, Muzaffarpur, Bihar(India)

Online published on 22 January, 2016.

Abstract

Nowadays consumers are blessed with a range of smart phones equipped with a bundle of functions. However, the identification of the best-buy among these smart phones is tedious job. However, it has been observed that these factors are not equally important at the time of purchase. Eight factors have been identified which are considered to be important while buying any smart phone by the students of the study area. The study has been designed to rank these factors in order of their importance for which Analytical Hierarchy Process (AHP) technique has been used. A total of 120college going students of Muzaffarpur district of Bihar have been selected in the sample on the basis of convenience sampling technique. On the basis of weight index price has been considered as most important and Brand image has been considered as second most important influencing factors by the respondent of while making decision about buying a smart phone. Among college students of the study area features of the smart phone like screen size, camera megapixel, colour, design play third most important role which is followed by operating system. The fifth most important factor is total memory. Battery life of the smart phone is considered as sixth most factor followed by durability and lastly advertisement and promotion.

Top

Keywords

and PhrasesSmartphone, Analytic Hierarchy Process, weight age, Multi Attribute decision Making (MADM).

Top