The success of a New Product Development\n(NPD) process strongly depends on the deep\ncomprehension of market needs and Analytic Hierarchy\nProcess(AHP)hasbeencommonlyusedtofindweights\nfor customersââ?¬â?¢ preferences. AHP best practices suggest\nthat lowconsistency respondents should be considered\nuntrustworthy; however, in some NPD cases ââ?¬â?? such as\ntheonepresentedhereââ?¬â??thisstakecanbeextremelybig.\nThispaperdealswiththeusageofAHPmethodologyto\ndefine the weights of customer needs connected to the\nNPDprocessofa typicalimpulsebuyinggood,asnack.\nThe aim of the paper is to analyse in a critical way the\nopportunity to exclude or include nonconsistent\nrespondentsinmarketanalysis,addressingthefollowing\nquestion: should a nonconsistent potential customer be\nexcluded from the analysis due to his inconsistency or\nshould he be included because, after all, he is still a\npotential consumer? The chosen methodological\napproach focuses on evaluating the compatibility of\nweight vectors among different subsets of respondents,\nfiltered according to their consistency level. Results\nsurprisingly show that weights do not significantly\nchangewhennonconsistentrespondentsareexcluded.
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