Brand and its Impact in Analysis of Customer Decision-making Process using TOPSIS technique

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F17%3A00000878" target="_blank" >RIV/46747885:24310/17:00000878 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.ceser.in/ceserp/index.php/ijamas/issue/view/425" target="_blank" >http://www.ceser.in/ceserp/index.php/ijamas/issue/view/425</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Brand and its Impact in Analysis of Customer Decision-making Process using TOPSIS technique

Popis výsledku v původním jazyce

The decision making process of customer represents a process that is influenced by several marketing stimuli, outside factors and by a black box of each customer. The research this article is based upon is focused on the main marketing stimuli the quality and price of the product aiming at presenting the TOPSIS method as one of the possible tools of an objective evaluation of products’ characteristics. This research was made on the sample of 302 laptops from six brands sold in three internet stores present in the Slovak market in 2015. The paper offers an alternative in the form of the TOPSIS technique for the evaluation of laptops as product which can be evaluated based on several criteria. It is clear from the results that the type of the internet store and the level of offered services have no influence on the perceived quality of laptop brands. The analysis of the relation between quality and price has shown that the increased price of the HP laptops does not reflect a higher quality perceived by customers. For the other brands, a positive linear correlation between price and quality was determined. TOPSIS technique presents method which can be used in several areas. Paper presents use of this method as full-valued tool for customer how to objective evaluate product in daily life.

Název v anglickém jazyce

Brand and its Impact in Analysis of Customer Decision-making Process using TOPSIS technique

Popis výsledku anglicky

The decision making process of customer represents a process that is influenced by several marketing stimuli, outside factors and by a black box of each customer. The research this article is based upon is focused on the main marketing stimuli the quality and price of the product aiming at presenting the TOPSIS method as one of the possible tools of an objective evaluation of products’ characteristics. This research was made on the sample of 302 laptops from six brands sold in three internet stores present in the Slovak market in 2015. The paper offers an alternative in the form of the TOPSIS technique for the evaluation of laptops as product which can be evaluated based on several criteria. It is clear from the results that the type of the internet store and the level of offered services have no influence on the perceived quality of laptop brands. The analysis of the relation between quality and price has shown that the increased price of the HP laptops does not reflect a higher quality perceived by customers. For the other brands, a positive linear correlation between price and quality was determined. TOPSIS technique presents method which can be used in several areas. Paper presents use of this method as full-valued tool for customer how to objective evaluate product in daily life.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

International Journal of Applied Mathematics and Statistics

ISSN

0973-1377

e-ISSN

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Svazek periodika

56

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

IN - Indická republika

Počet stran výsledku

18

Strana od-do

1-18

Kód UT WoS článku

000391132400001

EID výsledku v databázi Scopus

999