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

S. Saraswat (), V. Sharma () and M. A. Khan ()
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S. Saraswat: Aligarh Muslim University
V. Sharma: Aligarh Muslim University
M. A. Khan: Aligarh Muslim University

International Journal of System Assurance Engineering and Management, 2023, vol. 14, issue 3, No 16, 1028-1039

Abstract: 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.

Keywords: Analytic Hierarchy Process (AHP); New approach; Big 5 personality traits; Target customers; Xiaomi; Samsung (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s13198-023-01915-2

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