Changes in Priority Scale Between Needs vs Wants in Customer Perspective During and After the Covid-19 Pandemic Using Fuzzy AHP

DOI

10.2991/978-2-38476-118-0_59How to use a DOI?

Keywords

Customer Need; Priority Scale; Fuzzy

Abstract

Currently, market conditions are uncertain due to the COVID-19 phenomenon. From another perspective, this condition is testing ground on how the influence of consumer psychology can shift the priority scale from want to vs need, where in the end consumers will choose or determine the decision-making to purchase products and services. The aim of this study is to explore priority changes from a customer perspective between the two criteria of wants to need. And or consists of seven products and services such as needs; 1. Raw food, meat, and vegetables,2. Fast food & beverages, 3. Health includes vaccination and sanitation, 4. Electricity vs wants; 5. Gas fuel, 6. Internet data, 7. Transportation includes an online type. The methodology in this research is using the AHP method. On 36 purposive “expert samples” related to the research theme, spread in West Java Region. Interesting findings, that indeed there we a change in priority consumers’ perspective from “wants” to “needs”. Another interesting finding is that before the pandemic the “wants” aspect is higher than “needs”, with transportation having the highest rating scale both before and after the pandemic. After the pandemic situation occur there was a major transition on rating scale in “Need” from a total of 19,16% up to 40, 72%, with fast food and beverage having the highest change value gap from 4,04% to 15,36% followed by health from 1,83% to 10,99%, and n contrast to that In the covid-19 situation there were major transition on a rating scale in “Wants” from total 80,84% to 59,28 %, with transportation having the highest hit on minus change value gap from 35,38% to 21,16%, following by gas fuel from 16,47% to 12,02%.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Muhamad Ali Pahmi
AU  - Ahmad Faisal Ayob
AU  - Gendut Suprayitno
PY  - 2023
DA  - 2023/10/10
TI  - Changes in Priority Scale Between Needs vs Wants in Customer Perspective During and After the Covid-19 Pandemic Using Fuzzy AHP
BT  - Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)
PB  - Atlantis Press
SP  - 517
EP  - 526
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-118-0_59
DO  - 10.2991/978-2-38476-118-0_59
ID  - Pahmi2023
ER  -