Changes in Priority Scale Analysis Between Needs vs Wants Expectation in Customer Perspective During and After The Covid-19 Pandemic Using Fuzzy AHP Method
M. A. Pahmi (a) , A.F Ayob (b), G. Suprayitno (c)

(a) Program Studi Teknik Industri, Sekolah Tinggi Teknologi Muhammadiyah Cileungsi, Bogor, Indonesia
(b) Naval Architecture Programme, Faculty of Ocean Engineering Technology and Informatics, Universiti Malaysia Terengganu, Malaysia
(c) The Indonesian Institute for Corporate Governance, Indonesia

Abstract

Currently, market conditions are uncertain due to the COVID-19 phenomenon. From other perspective this condition is testing ground on how the influence of consumer psychology can shifted the priority scale from wants to needs, where in the end consumers will choose or determine the decision making to purchase products and services. The aims in this study is to explore on which priority scale is the priority of consumers when compared in pairs between the two criteria of wants to needs? and or consists of seven products and services such as needs - 1. Raw food, meat and vegetables,2. Fast food & beverages, 3. Health include vaccine and sanitation, 4. Electricity vs wants - 5. Gas fuel, 6. Internet data, 7. Transportation include 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 were a changes scale priority in consumers perspective from ^wants^ to ^needs^. Another interesting findings is that before the pandemic the ^wants^ aspect is higher that ^needs^, with the transportation is having the highest rating scale in both before and after pandemic. After the pandemic situation occur there were major transition on rating scale in ^Need^ from total 19,16% up to 40, 72%, with fast food and beverages having the highest change value gap from 4,04% to 15,36%, following by health from 1,83% to 10,99%, and in contrast to that In the covid-19 situation there were major transition on 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%.

Keywords: Buying Decision, Change priority scale, AHP Analysis, Covid-19

Topic: Other Social Sciences and Humanities