IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i13p10341-d1183600.html
   My bibliography  Save this article

Assessment of Influencing Factors on Consumer Behavior Using the AHP Model

Author

Listed:
  • 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)

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.

Suggested Citation

  • Marko Šostar & Vladimir Ristanović, 2023. "Assessment of Influencing Factors on Consumer Behavior Using the AHP Model," Sustainability, MDPI, vol. 15(13), pages 1-24, June.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:13:p:10341-:d:1183600
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/13/10341/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/13/10341/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kamran Khan & Katarzyna Szopik Depczyńska & Izabela Dembińska & Giuseppe Ioppolo, 2022. "Most Relevant Sustainability Criteria for Urban Infrastructure Projects—AHP Analysis for the Gulf States," Sustainability, MDPI, vol. 14(22), pages 1-18, November.
    2. Aleksandra Tošović-Stevanović & Vladimir Ristanović & Dragan Ćalović & Goran Lalić & Milena Žuža & Gorica Cvijanović, 2020. "Small Farm Business Analysis Using the AHP Model for Efficient Assessment of Distribution Channels," Sustainability, MDPI, vol. 12(24), pages 1-15, December.
    3. Yongzhi Chang & Yang Yang & Suocheng Dong, 2018. "Comprehensive Sustainability Evaluation of High-Speed Railway (HSR) Construction Projects Based on Unascertained Measure and Analytic Hierarchy Process," Sustainability, MDPI, vol. 10(2), pages 1-19, February.
    4. Abdul Waheed & Jianhua Yang & Zahid Ahmed & Kalsoom Rafique & Muhammad Ashfaq, 2017. "Is Marketing Limited to Promotional Activities? The Concept of Marketing: A Concise Review of the Literature," Asian Development Policy Review, Asian Economic and Social Society, vol. 5(1), pages 56-69, March.
    5. Chenglin Liu & Kai Sun & Luchuan Liu, 2023. "The Formation and Transformation Mechanisms of Deep Consumer Engagement and Purchase Behavior in E-Commerce Live Streaming," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    6. Ismail Hussein Amzat & Abdul Hakeem Alade Najimdeen & Lynne M. Walters & Byabazaire Yusuf & Nena Padilla-Valdez, 2023. "Determining Service Quality Indicators to Recruit and Retain International Students in Malaysia Higher Education Institutions: Global Issues and Local Challenges," Sustainability, MDPI, vol. 15(8), pages 1-25, April.
    7. C. Michael Hall & Peter Fieger & Girish Prayag & David Dyason, 2021. "Panic Buying and Consumption Displacement during COVID-19: Evidence from New Zealand," Economies, MDPI, vol. 9(2), pages 1-13, April.
    8. Rakesh Kumar & Kishore Kumar & Rubee Singh & José Carlos Sá & Sandro Carvalho & Gilberto Santos, 2023. "Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    9. Fruth Andreas & Monica Neacsu, 2014. "Online Consumer Reviews as Marketing Instrument," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 6(3), pages 128-131, September.
    10. Nguepi Tsafack Elvis & Hua Cheng & Buregeya Ingabire Providence, 2023. "Exploring the Optimistic Approaches and Directives of Cameroon’s Textile Sector for Reliable Development," Sustainability, MDPI, vol. 15(7), pages 1-20, March.
    11. Muhammad Danish & Saqib Ali & Muhammad Azeem Ahmad & Hasan Zahid, 2019. "The Influencing Factors on Choice Behavior Regarding Green Electronic Products: Based on the Green Perceived Value Model," Economies, MDPI, vol. 7(4), pages 1-18, October.
    12. Anup Chowdhury & Nikhil Chandra Shil, 2017. "Public Sector Reforms and New Public Management: Exploratory Evidence from Australian Public Sector," Asian Development Policy Review, Asian Economic and Social Society, vol. 5(1), pages 1-16, March.
    13. Abdul Waheed & Jianhua Yang & Zahid Ahmed & Kalsoom Rafique & Muhammad Ashfaq, 2017. "Is Marketing Limited to Promotional Activities? The Concept of Marketing: A Concise Review of the Literature," Asian Development Policy Review, Asian Economic and Social Society, vol. 5(1), pages 56-69.
    14. Sarah S. Al Hamli & Abu Elnasr E. Sobaih, 2023. "Factors Influencing Consumer Behavior towards Online Shopping in Saudi Arabia Amid COVID-19: Implications for E-Businesses Post Pandemic," JRFM, MDPI, vol. 16(1), pages 1-21, January.
    15. David Gago & Paula Mendes & Pedro Murta & Nuno Cabrita & Margarida Ribau Teixeira, 2022. "Stakeholders’ Perceptions of New Digital Energy Management Platform in Municipality of Loulé, Southern Portugal: A SWOT-AHP Analysis," Sustainability, MDPI, vol. 14(3), pages 1-25, January.
    16. Alvaro Dias & Bruno Sousa & Vasco Santos & Paulo Ramos & Arlindo Madeira, 2023. "Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective," Sustainability, MDPI, vol. 15(6), pages 1-12, March.
    17. Anup Chowdhury & Nikhil Chandra Shil, 2017. "Public Sector Reforms and New Public Management: Exploratory Evidence from Australian Public Sector," Asian Development Policy Review, Asian Economic and Social Society, vol. 5(1), pages 1-16.
    18. Tong Jia & Shahid Iqbal & Arslan Ayub & Tehreem Fatima & Zeeshan Rasool, 2023. "Promoting Responsible Sustainable Consumer Behavior through Sustainability Marketing: The Boundary Effects of Corporate Social Responsibility and Brand Image," Sustainability, MDPI, vol. 15(7), pages 1-21, March.
    19. Wagner Silva Costa & Plácido R. Pinheiro & Nádia M. dos Santos & Lucídio dos A. F. Cabral, 2023. "Aligning the Goals Hybrid Model for the Diagnosis of Mental Health Quality," Sustainability, MDPI, vol. 15(7), pages 1-31, March.
    20. Shareef, Mahmud Akhter & Mukerji, Bhasker & Dwivedi, Yogesh K. & Rana, Nripendra P. & Islam, Rubina, 2019. "Social media marketing: Comparative effect of advertisement sources," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 58-69.
    21. Saaty, Thomas L., 1990. "How to make a decision: The analytic hierarchy process," European Journal of Operational Research, Elsevier, vol. 48(1), pages 9-26, September.
    22. Irina Canco & Drita Kruja & Tiberiu Iancu, 2021. "AHP, a Reliable Method for Quality Decision Making: A Case Study in Business," Sustainability, MDPI, vol. 13(24), pages 1-14, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Salwa Abdel Hafeez Bahrawi & Theeb Mohammed Aldossry, 2024. "Consumer Culture and Its Relationship to Saudi Family Financial Planning," Sustainability, MDPI, vol. 16(13), pages 1-21, July.
    2. Vladimir Ristanović & Dinko Primorac & Barbara Dorić, 2024. "The Importance of Green Investments in Developed Economies—MCDM Models for Achieving Adequate Green Investments," Sustainability, MDPI, vol. 16(15), pages 1-15, July.
    3. Marko Šostar & Vladimir Ristanović, 2023. "An Assessment of the Impact of the COVID-19 Pandemic on Consumer Behavior Using the Analytic Hierarchy Process Model," Sustainability, MDPI, vol. 15(20), pages 1-31, October.
    4. David Jericho B. Villanueva & Ardvin Kester S. Ong & Josephine D. German, 2024. "Machine Learning Methods Analysis of Preceding Factors Affecting Behavioral Intentions to Purchase Reduced Plastic Products," Sustainability, MDPI, vol. 16(7), pages 1-26, April.
    5. Marko Å ostar & Ines Å koko, 2024. "Unpacking the Complexities of Energy Renovation Programs for Family Houses: Case Study of Croatia," International Journal of Energy Economics and Policy, Econjournals, vol. 14(4), pages 12-25, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cristina López & Rocío Ruíz-Benítez & Carmen Vargas-Machuca, 2019. "On the Environmental and Social Sustainability of Technological Innovations in Urban Bus Transport: The EU Case," Sustainability, MDPI, vol. 11(5), pages 1-22, March.
    2. Yunpeng YU & Amer Hamzah Jantan & Shao LI, 2024. "Unveiling the Impact of Live Video Marketing on College Students’ Online Grocery Repurchase Behavior: A Performance Technology Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 11213-11249, September.
    3. Anup Chowdhury & Nikhil Chandra Shil, 2019. "Influence of New Public Management Philosophy On Risk Management, Fraud and Corruption Control and Internal Audit: Evidence from an Australian Public Sector Organization," Journal of Accounting and Management Information Systems, Faculty of Accounting and Management Information Systems, The Bucharest University of Economic Studies, vol. 18(4), pages 486-508, December.
    4. Norlaile Salleh Hudin & Nur Shafiqa Azrin Khairil Annuar & Ahmad Zainal Abidin Abd Razak, 2019. "The Influence of Hedonic and Utilitarian Shopping Value Towards Consumer Behavioral Intention Among Youth Mall Shoppers," Research in World Economy, Research in World Economy, Sciedu Press, vol. 10(5), pages 1-8, December.
    5. Vladimir Ristanović & Aleksandra Tošović-Stevanović & Silvia Maican & Andreea Muntean, 2022. "Economic overview of the distribution channels used by Eastern European small farms for their agricultural products," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 68(8), pages 299-306.
    6. Flavio Martins & Maria Fatima Almeida & Rodrigo Calili & Agatha Oliveira, 2020. "Design Thinking Applied to Smart Home Projects: A User-Centric and Sustainable Perspective," Sustainability, MDPI, vol. 12(23), pages 1-27, December.
    7. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    8. Wu, Zhangsheng & Li, Yue & Wang, Rong & Xu, Xu & Ren, Dongyang & Huang, Quanzhong & Xiong, Yunwu & Huang, Guanhua, 2023. "Evaluation of irrigation water saving and salinity control practices of maize and sunflower in the upper Yellow River basin with an agro-hydrological model based method," Agricultural Water Management, Elsevier, vol. 278(C).
    9. D’Inverno, Giovanna & Carosi, Laura & Romano, Giulia & Guerrini, Andrea, 2018. "Water pollution in wastewater treatment plants: An efficiency analysis with undesirable output," European Journal of Operational Research, Elsevier, vol. 269(1), pages 24-34.
    10. Zhipeng Tang & Ziao Mei & Jialing Zou, 2021. "Does the Opening of High-Speed Railway Lines Reduce the Carbon Intensity of China’s Resource-Based Cities?," Energies, MDPI, vol. 14(15), pages 1-18, July.
    11. Nermin Kişi, 2019. "A Strategic Approach to Sustainable Tourism Development Using the A’WOT Hybrid Method: A Case Study of Zonguldak, Turkey," Sustainability, MDPI, vol. 11(4), pages 1-19, February.
    12. Alessandro Concari & Gerjo Kok & Pim Martens, 2020. "A Systematic Literature Review of Concepts and Factors Related to Pro-Environmental Consumer Behaviour in Relation to Waste Management Through an Interdisciplinary Approach," Sustainability, MDPI, vol. 12(11), pages 1-50, May.
    13. Pathiraja, Erandathie & Griffith, Garry & Farquharson, Robert & Faggia, Rob, 2019. "The Cost of Climate Change to Agricultural Industries: Coconuts in Sri Lanka," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 10(05), December.
    14. Ayodele, T.R. & Ogunjuyigbe, A.S.O. & Odigie, O. & Munda, J.L., 2018. "A multi-criteria GIS based model for wind farm site selection using interval type-2 fuzzy analytic hierarchy process: The case study of Nigeria," Applied Energy, Elsevier, vol. 228(C), pages 1853-1869.
    15. V. Srinivasan & G. Shainesh & Anand K. Sharma, 2015. "An approach to prioritize customer-based, cost-effective service enhancements," The Service Industries Journal, Taylor & Francis Journals, vol. 35(14), pages 747-762, October.
    16. Sara Sousa & Elisabete Correia & Clara Viseu, 2024. "Exploring Portuguese Consumers’ Behavior Regarding Sustainable Wine: An Application of the Theory of Planned Behavior," Sustainability, MDPI, vol. 16(20), pages 1-22, October.
    17. Sueun Jung & Jihyun Lee, 2023. "Exploring a Conceptual Framework of Koreans’ Residential Satisfaction Based on Maslow’s Human Needs: A Qualitative and Quantitative Integrated Study," Sustainability, MDPI, vol. 15(19), pages 1-40, September.
    18. Patricija Bajec & Danijela Tuljak-Suban, 2019. "An Integrated Analytic Hierarchy Process—Slack Based Measure-Data Envelopment Analysis Model for Evaluating the Efficiency of Logistics Service Providers Considering Undesirable Performance Criteria," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    19. Abareshi, Maryam & Zaferanieh, Mehdi, 2019. "A bi-level capacitated P-median facility location problem with the most likely allocation solution," Transportation Research Part B: Methodological, Elsevier, vol. 123(C), pages 1-20.
    20. Datu Buyung Agusdinata & Wenjuan Liu & Sinta Sulistyo & Philippe LeBillon & Je'anne Wegner, 2023. "Evaluating sustainability impacts of critical mineral extractions: Integration of life cycle sustainability assessment and SDGs frameworks," Journal of Industrial Ecology, Yale University, vol. 27(3), pages 746-759, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:13:p:10341-:d:1183600. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.