Pomiar preferencji konsumentów z wykorzystaniem metody Analytic Hierarchy Process
Analytic Hierarchy Process as a method of measurement of consumers’ preferences

Summary/Abstract: One of the methods using in the analysis of complex decision problems is a multicriterion hierarchical method of analyzing problems (Analytic Hierarchy Process – AHP). Like it happens in the decompositional approach, this method enables the fragmentation of the complex decision problem and the creation of final ranking. Assuming that the problem is the choice of the consumer, this means a potential opportunity to use AHP method to measure the consumers’ preferences. The main aim of the article is to present the usefulness of AHP method in measurement of consumers’ preferences. An example of application of the method was the measurement of buyers of mobile phones preferences. All calculations are based on R environment and packages of R program.

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