Prioritisation of factors influencing brand love of Indian young consumers using analytic hierarchy process Online publication date: Tue, 20-Oct-2020
by Smriti Pande; Kriti Priya Gupta
International Journal of Indian Culture and Business Management (IJICBM), Vol. 21, No. 3, 2020
Abstract: The purpose of this paper is to prioritise the factors that are considered to be important when making the decision towards liking or loving a particular apparel brand, from the perspective of young consumers. The study models the problem of identifying various factors influencing brand love (BL) as a multiple-criteria decision making (MCDM) problem and applies analytic hierarchy process (AHP) as a tool to find the relative weights of the factors. Then these weights are used to evaluate three popular apparel brands amongst youngsters, namely 'ZARA', 'Hennes & Mauritz' (H&M) and 'Marks & Spencer' (M&S). The data pertaining to pairwise comparisons of various factors and sub-factors related to the study are collected from the students studying at various colleges in Delhi-National Capital Region (NCR) (India) using convenience sampling. The results indicate that brand experience is the most important factor for young consumers amongst all 12 factors considered in the study.
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