An analytic hierarchy process approach with a novel framework for luxury car selection

The luxury car industry is one of the world's fastest growing sectors in many years. Each improvement on a car has a strategic meaning for our daily life and makes more competition in the strategic management. It is important to evaluate consumer preferences that provide attributes that make consumer decision-making easier. This paper researches consumer preferences of luxury car features using an analytic hierarchy process (AHP). Initially the most important key factors which influencing the choosing the car brands were identified. Then these factors have been evaluated by the experienced car sale representatives. At the evaluation procedure, the AHP was applied to determine the relative weights of evaluation criteria. This paper results have carried that flexibility and then brand image are the customer's most important criteria for car selection. The findings of the study provide useful insight in the luxury car brand consumer preferences for future strategy decision making procedures. (C) 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of 8th International Strategic Management Conference.