engleski

APPLICATION OF AHP MODEL AND SURVEY RESULTS IN DECIDING ON A PRODUCT LINE IN FURNITURE INDUSTRY

The paper presents a case study in which a potential investor wanted to invest into a furniture store in the part of Republic of Croatia named Dalmatia. In four Dalmatian counties (the Split, Zadar, Šibenik and Dubrovnik counties), 220 randomly selected persons (180 answered) were asked by telephone what kind of furniture they would like to buy in the next two years and how much they were prepared to pay for the purchase. Based on the results of a consumer survey, five possible alternatives (product lines) were selected and the priorities determined, i.e. which of the product lines was the most profitable taking into account some other criteria of successful business operations using the multi-criteria model.

AHP model; market research; multi-criteria decision making; furniture

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