Product Benchmarking using Analytical Hierarchy Process and Fuzzy Analytical Hierarchy Process: A Case Study

With so many different types and brands of MP4 player with relatively low prices, it often casts doubt on the quality of these products compared to the similar products that have been known before. Will the relatively low price products can match, or at least close, to the quality of the branded products? This study aims to compare some popular MP4 players with the similar product that has been established as an iconic product. To be able to compare products, it requires some relevant criteria. These criteria are determined through a review of several references and dimensions of quality. The methods used in this study are Analytical Hierarchy Process (AHP) and Fuzzy Analytical Hierarchy Process (FAHP). Data obtained by distributing questionnaires to the respondents. The results of analysis using AHP and FAHP are then compared. From the comparison, it shows that there is no significant difference between the methods of analysis. All methods produce ranking of the observed products in the same order but with different total weights. The total weight of each product is then compared to the established brand to calculate the relative weight of each alternative product. Using the relative weight of each product, it will be known how good the product quality is, according to the consumers, and by comparing with an established product, it can be identified the relative quality of each product.