Compact car selection using analytic hierarchy process

Malaysian car buyers frequently encounter significant challenges in selecting the optimal compact car, primarily due to the multitude of criteria that demand careful consideration. The effectiveness of this decision-making process hinges critically on the accurate identification and prioritisation of these diverse factors. While Multi-Criteria Decision-Making Methods (MCDM) have been applied in various consumer choice scenarios, no prior research has specifically utilized the Analytic Hierarchy Process (AHP) to address the complex problem of optimal compact car selection. This study bridges this significant methodological gap by proposing and implementing a novel framework for compact car selection using AHP. Key evaluation criteria, including safety, price, fuel efficiency, performance, and brand, were identified as the primary factors influencing buyer preferences. The AHP method, renowned for its ability to structure complex decisions by breaking them down into a hierarchy, was systematically applied to rank four prominent compact car alternatives in the Malaysian market which are Perodua Myvi, Perodua Axia, Proton Iriz, and Honda City Hatchback, based on the established criteria. The findings of this research revealed that the Honda City Hatchback emerged as the most preferred compact car among the evaluated alternatives, demonstrating the robust effectiveness of AHP in solving intricate selection problems within the automotive sector. This pioneering application of AHP provides a valuable, structured approach for consumers and stakeholders in the compact car market. For future research, this AHP framework can be expanded to incorporate additional criteria and a wider range of alternatives, further enhancing its comprehensive decision-making capabilities.