Název:	Využití metody vícekriteriálního rozhodování v rozhodovacím procesu zákazníka
Další názvy:	Use of multi-criteria method in customer decision making process
Autoři:	Vavrek, Roman Novotová, Jitka
Citace zdrojového dokumentu:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2016, č. 4, s. 68-75.
Datum vydání:	2017
Nakladatel:	Západočeská univerzita v Plzni
Typ dokumentu:	článek article
URI:	http://hdl.handle.net/11025/26252
ISSN:	1805-0603
Klíčová slova:	proces rozhodování;atributy produktu;cena;značka;TOPSIS
Klíčová slova v dalším jazyce:	decision-making process;attributes of product;price;brand;TOPSIS
Abstrakt v dalším jazyce:	Thanks to the always rising number of competitive products on the market it is increasingly harder for a customer to choose a product that fulfils his or hers expectation. There are a lot of competitive products being judged in the decision making process based on available information. Especially in the electronics department there is an array of technical parameters, which can be very confusing for a common customer. The goal of this paper is to propose a statistical method suited for an evaluation, which will be suited to evaluate a bigger number of parameters. The TOPSIS multi-criteria method has been chosen. This method was used to analyse 302 notebooks out of six brands, which are being sold on three Slovenian e-shops. In the first phase, there were 17 parameters to start off. They were continuously removed until five remained. They entered the main part of the analysis where they were evaluated with the help of two sets of importance scales. The results show that the best notebook of all observed parameters is Acer Aspire V15. Moreover, it proved that the notebook quality is not determined by the e-shop in which it is sold. In the last part of the research there was the relationship between the price and the quality studied. The results proved that there is a strong correlation between quality and price across all evaluated brands. In other words, the more it costs the better quality it is. This rule defies the brand HP, which offers high quality for lower prices. Therefore, this brand can be recommended to customers, who prefer quality but do not have enough means to buy more expensive notebooks. The TOPSIS method can be recommended for all customers, because there would be able to choose the objectively best notebook and therefore maximize their purchase benefit.
Práva:	© Západočeská univerzita v Plzni
Vyskytuje se v kolekcích:	Číslo 1 (2017) Číslo 1 (2017) Číslo 1 (2017)

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