An Empirical Study on the Preference of Supermarkets with Analytic Hierarchy Process Model

Abstract

Large-scale retailers are very important to the consumers in this fast-paced world. Selection of desirable market to purchase products and services becomes major concern among consumers in their daily life due to vast choices available. Therefore, the objective of this paper is to determine the most preferred supermarket among AEON, Jaya Grocer, Tesco, Giant and Econsave by the undergraduate students in Malaysia with Analytic Hierarchy Process (AHP) model. Besides that, this study also aims to determine the priority of decision criteria in the selection of supermarkets among the undergraduatestudents with AHP model. The decision criteria employed in this study are product quality, competitive price, cleanliness, product variety, location, good price labelling, fast checkout and employee courtesy. The results of this study show that AEON is the most preferred supermarket followed by Jaya Grocer, Tesco, Econsave and Giant among the students based on AHP model. Product quality, cleanliness and competitive price are ranked as the top three influential factors in this study. This study is significant because it helps to determine the most preferred supermarket as well as the most influential decision criteria in the preference of supermarkets among the undergraduate students with AHP model.