Review article

MARKETING INFORMATION SYSTEM FOR DISCOVERING CONSUMER PREFERENCES IN THE PURCHASE DECISION MAKING PROCESS

Brano Markić ; Faculty of Economy, University of Mostar, Mostar, Bosnia and Herzegovina
Slavo Kukić ; Faculty of Economy, University of Mostar, Mostar, Bosnia and Herzegovina
Dražena Tomić ; Faculty of Economy, University of Mostar, Mostar, Bosnia and Herzegovina

Abstract

Discovering consumer preferences is complex research task. It is remarkable the product selection process and it purchase is based on multiple dimensions, criteria and factors which converge in the consumer conscious at the purchase moment. In the paper is proposed that the consumer always sets some criteria and using relative importance their subjective assessments, makes decisions and selects some alternative. The process of purchase is isomorphic to product. With another words the purchasing process follows some rules and regularities independent on product of purchase. We suppose that the purchase is based on evaluation more criteria and alternatives. Because is necessary to collect a huge number of data, perform complex calculations on data and get the knowledge about consumer preferences. Such research task is possible complete only building up of adequate marketing decision support system.

Keywords

marketing information system; consumer preferences; analytical hierarchical process; inconsistency factor

Hrčak ID:

21823

URI

https://hrcak.srce.hr/21823

Publication date:

20.3.2008.

Article data in other languages: croatian

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