Combining FAHP with MDS to analyze the key factors of different consumer groups for tablet PC purchasing

Abstract

People living become highly informationized, resulting in Tablet PC has developed vigorously in recent years. To understand the consideration of the customers when purchasing Tablet PC is getting important. This study applies Fuzzy Analytic Hierarchy Process (FAHP) to find out the key factors affecting the consumer`s purchasing of Tablet PC. Further, combining Multidimensional Scaling (MDS), decision maker can realize that the similarity and difference among the consumer groups. Through literature review and expert interview, we select appropriate evaluation components to construct the hierarchical structure of evaluation and conduct the AHP questionnaire on 15 experts. The FAHP analysis results show that the importance of evaluation criteria in following order: operating system, color and hardware while customer intend to buy a Tablet PC. Furthermore, through the perceptual map of MDS, we could be find out the consumer groups of Businessman and Officer, as well as Student and Housewife, have similar demands when purchasing Tablet PC. © 2013 Springer Science+Business Media Dordrecht.