Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Mongolian Consumers' Priority Quality when Purchasing Dairy Products : Using AHP Analysis

몽골 소비자의 유제품 구매 시 품질 우선순위 분석 : AHP 분석을 이용하여

  • Received : 2020.08.16
  • Accepted : 2021.07.02
  • Published : 2021.06.30
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Abstract

This study aims to find the main factors to influence consumers' purchase of dairy products. To do so, we examined experts' opinions to verify the priorities of the factors. The four main factors were derived from the previous studies, product factor, marketing factor, quality factor, and social factor. Using analytic hierarchy process (AHP), we empirically analyzed and tested the results from survey. Based on the AHP analysis, the expert group recommended to improve the packaging, brand, and shelf lie of dairy products for the marketing factor, for instance. The results of this study can contribute to the development of the dairy products for the future to reveal the importance of the selecting factors.

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References

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