Abstract

Nowadays the most important aspect in designing new products is to consider the needs and demands of the
market. Understanding customer requirements and incorporating them into the conceptual vehicle design is the
first step of automotive products development. The goal of this research is the Comparative Analysis of affecting
Factors on Purchasing Domestic and Imported Cars by using AHP technique, in Iran market.
The type of this paper is descriptive-cognition and the related information for this scope have been collected
from questionnaire designed by researchers. Statistical society of present study includes car’s buyers in Isfahan
city.
The result indicate that the most important criteria for domestic cars purchasers, includes the technical
performance, economic aspect, and after sale services, and for imported cars includes, technical
performance ,beauty of the car as well as its safety.

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