| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 96 === This research paper uses Delphi Method to discover the significant elements used in the purchasing process of domestic small cars in Taiwan and weigh those elements by Analytical Hierarchy Process (AHP).
The Delphi Method highlights five elements: Economy, Safety, Function, Design and Branding, which can be further broken down into 24 factors. The analysis of these five elements and the additional 24 factors will be used to understand the primary influences involved in the purchasing process.
All the elements and factors are evaluated using the pairwise comparison matrix. We find the priority vector of those factors through AHP.
There are three noteworthy results of this research:
1.The “Economic element” is the first priority listed by experts when purchasing a car, but the “exterior design factor” which under the “design element” is discovered to have a greatest influence on the actual purchasing decision.
2.The Economy element has a greater priority vector than the Branding element, but excessive promotion can actually hurt the brand.
3.The highest priority vector does not indicate or guarantee the highest sales volume.
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