Analytic Hierarchy Process

Rini Novrianti Sutardjo Tui

Step-by-step Examples of The Process

Spouse
Desirability
Wealth
H

Trustworthiness
L

Beauty

Intelligence

Age
L

Responsibility

Step 1
Determine consumer preference among the attributes by
developing a matrix that compares attributes in pairs .

Product
Desirability

Priority

1/5

1/6

0.0570

1/3

0.1679

0.3837

1/3

1/5

0.1002

1/5

1/6

1/7

1/5

1/7

0.0269

1/3

0.2643

Step 2
Determine consumer preference among the intensities of the attributes
by developing six matrices that compare intensity levels in pairs with
respect to each attribute.
Wealth

Priority

0.7257

1/5

0.2122

1/8

1/5

0.0621

max=3.15; CI=0.07
Intelligen
ce

Priority

0.7608

1/7

0.1912

1/9

1/7

0.0480

Priority

0.7608

1/7

0.1912

1/9

1/7

0.0480

Beauty

Priority

0.6267

1/3

0.2797

1/5

1/4

0.0936

max=3.09; CI=0.04

max=3.33; CI=0.16
H

max=3.33; CI=0.16

Age

Trustwor
thiness

Priority

Responsi
bility

Priority

1/5

0.1786

0.7608

0.7089

1/7

0.1912

1/5

0.1125

1/9

1/7

0.0480

max=3.05; CI=0.03

max=3.33; CI=0.16

Step 3
Group the priorities of the intensities (H,M,L) for each of the six
attributes in column and enter the priorities of the attributes. Then
multiply each column by the priority of the corresponding attribute.
Wealth
(0.0570)

Trustw.
(0.1679)

Intellig.
(0.3837)

Beauty
(0.1002)

Age
(0.0269)

Respons.
(0.2643)

0.7257

0.7608

0.7608

0.6267

0.1786

0.7608

0.2122

0.1912

0.1912

0.2797

0.7089

0.1912

0.0621

0.0480

0.0480

0.0936

0.1125

0.0480

Trustw.

Intellig.

Wealth

Beauty

Age

Respons.

0.0413

0.1278

0.2919

0.0628

0.0048

0.2011

0.0121

0.0321

0.0734

0.0280

0.0190

0.0505

0.0035

0.0081

0.0184

0.0094

0.0030

0.0127

Step 4
Select from each column the element with the highest priority to obtain
the vector of desired attributes intensities. Then add this row and divide
each entry by the total to get the normalized vector.
H-Wea.
0.0413

H-Wea.
0.0556

H-Trust.
0.1278

H-Trust.
0.1717

H-Intl.

H-Bea.

0.2919

0.0628

H-Intl.

H-Bea.

0.3924

0.0844

M-Age
0.0190

M-Age
0.0256

H-Resp.
0.2011

H-Resp.
0.2703

Step 5
Determine the perceived product standings by developing matrices that
compare the three persons in pairs with respect to the most desired
attribute intensities.
H-Weal.

Priority

H-Trust.

Priority

0.7147

0.5659

1/5

0.2185

0.3727

1/8

1/5

0.0668

1/7

1/8

0.0614

max=3.18; CI=0.09

H-Intl.

max=3.08; CI=0.04

Priority

H-Bea.

Priority

1/7

0.0727

0.4126

1/5

0.2050

0.2599

0.7223

0.3275

max=3.12; CI=0.06
M-Age

max=3.05; CI=0.043
Y

Priority

H-Resp.

Priority

0.4067

0.6817

0.3695

0.2363

1/3

0.2238

1/6

0.0819

max=3.37; CI=0.18

max=3.11; CI=0.05

Step 6
Group the priorities of the persons (X, Y, Z) with respect to each desired
attribute intensity in column and enter the normalized priorities. Then
multiply each column by the normalized priority of the corresponding
attribute intensity.
H-Weal.
(0.0556)

(0.1717)

H-Intl.
(0.3924)

(0.0844)

(0.0256)

(0.2703)

0.7147

0.5659

0.0727

0.4126

0.4067

0.6817

0.2185

0.3727

0.2050

0.2599

0.3695

0.2363

0.0668

0.0614

0.7223

0.3275

0.2238

0.0819

H-Weal.

H-Trust.

H-Trust.

H-Intl.

H-Bea.

H-Bea.

M-Age

M-Age

H-Resp.

H-Resp.

0.0397

0.0972

0.0285

0.0348

0.0104

0.1842

0.0121

0.0640

0.0804

0.0219

0.0095

0.0639

0.0037

0.0105

0.2834

0.0277

0.0057

0.0221

Step 7

Add each of the three rows to obtain the overall priorities of the tree
paper towels.

X=
0.3949

Y=
0.2519

Z=
0.3532