Risk Perception Analysis with FAHP in Turkish Brand Patented Automobile Production

Abstract

Detailed analysis of the products that are accepted as status indicators in the society must be done before the presentation to the market. Cars are also considered as status indicators in society. Performing perception analysis before the presentation to the market will provide many benefits. For products that have not been produced, perception analysis also reveals the expectation of the customer. It can be said that the individual perceives the risk about the product if perception of potential customers is creating a negative impact on the buying trends. Customer's perception of risk affects the purchasing decision of the individual in terms of financial, psychological, physical, functional, social and time criteria. Risk perception encountered in real life in all areas is a multi-criteria concept with uncertainty. In the study, fuzzy logic method which gives successful results in uncertainties was used together with AHP method which is commonly used in multi-criteria decision making (MCDM) problems. The article used the risk perception in Turkish Brand Patented Automobile (TBPA) production with fuzzy analytic hierarchical process (FAHP) method. The potential customer's risk perception and wishes and expectations are presented.

Keywords: Perception, MCDM, Fuzzy Logic, TBPA

DOI: 10.7176/JSTR/5-3-22