Assessment of Influencing Factors on Consumer Behavior Using the AHP Model

Marko Šostar () and Vladimir Ristanović
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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

Sustainability, 2023, vol. 15, issue 13, 1-24

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.

Keywords: consumer behavior; influential factors; buying habits (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:13:p:10341-:d:1183600

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