Wspomaganie decyzji konsumenckich z wykorzystaniem wielokryterialnej metody PVM

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W artykule przedstawiono przykáady wspomagania decyzji konsumenckich z wy-korzystaniem metody PVM. Skupiono siĊ na produktach codziennego uĪytku, których niskie ceny powodują, Īe konsumenci nie zawsze skrupulatnie porównują je ze sobą, kierując siĊ najczĊĞciej niską ceną i intuicją niĪ racjonalnym porównaniem. Produ-cenci i sprzedawcy czĊsto starają siĊ wpáynąü na intuicjĊ konsumenta, przez co na ogóá nie kupuje on towaru o oczekiwanych wáasnoĞciach za najniĪszą cenĊ. System wspo-magania decyzji konsumenckich korzystający z moĪliwoĞci metod wielokryterialnych moĪe byü pomocny przy racjonalnym wyborze róĪnego rodzaju produktów. Celem ar-tykuáu jest przedstawienie moĪliwoĞci wykorzystania wielokryterialnej metody PVM (Preference Vector Method), do wyboru dóbr i usáug przez konsumentów.

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Rysunek 1. Przykáadowe warianty PVM przeznaczone do rozwiązywania problemów decyzyjnych ħUyGáR>@

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Tabela 1. WartoĞci kryteriów motywującego wektora preferencji

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Tabela 2. WartoĞci kryteriów dla kabanosów

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Tabela 3. Zmiana charakteru kryteriów

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Tabela 4. Zmiana charakteru kryteriów wektora dla kabanosa

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Tabela 6. Unormowane wartoĞci wektora dla kabanosa

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Tabela 7. WartoĞci wektora

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Tabela 8. Ranking kabanosów  v j

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The paper presents examples of consumer decision supporting with the use of the PVM method. The author focuses on goods of daily use, which are not always properly compare with each other by consumers, due to their low prices. They are guided by intuition rather than a price and a reasonable comparison. Manufacturers and retai-lers often try to influence a consumer intuition, what causes that he/she generally does not buy a product with the desired properties at the best price. Consumer decision support system capabilities using multi-criteria method can be useful for rational cho-ice of different kinds of products. The aim of the article is to present the possibilities of using multi-criteria method PVM (Vector Preference Method), the choice of goods and services by consumers.

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