Study on the Preferred Store Type and Store Choice Properties of Clothing Shopping Consumers Based on the AHP Method

摘要: This study determines a consumer retail store choice by applying the Analytic Hierarchy Process (AHP) method for multi-criteria decision-making in fashion industry. The provides detailed and relevant information management, marketers of stores, to improve competition between suppliers. Data was collected February 2011 from questionnaires completed 319 university students Busan, South Korea. One major findings this that preference affected following factors order importance: product, image, service quality, purchase facilitation. Brand image assessed be most important evaluation elements, followed individuality, style, price. results rating relative importance priority retailers showed department stores ranked highly, outlet malls, Internet shopping brand discount stores.