Analysis of automobile purchase decisions with analytical network process

Today, with the development of the automotive industry, many brands and models are offered to consumers. In such an environment where there are many options and criteria, consumers have difficulty in the decision-making process when purchasing a car. In this study, it is tried to present a solution to this decision problem with Analytical Network Process (ANP) approach. As a result of the application, it was seen that the most important three main criteria were "equipment", "economy" and "image-prestige" criteria. The first three most important sub-criteria are "performance", "price" and "brand" criteria. In addition to the general application, it was concluded that priority rankings differ between occupation, income and car change period groups. It is seen that the first two most important criteria in the order of importance of the main criteria did not change in any group, and the third most important criterion was the "after-sales services" criterion instead of the "image-prestige" criterion for the civil servant profession group and those in the 4001-7999 TL income group. In the order of importance of the sub-criteria, the most important sub-criterion is price for consumer groups with self-employment, 4001-7999 TL, 10000 TL and above income and 5-10 years of car replacement period, while performance is in all other groups.