Customer-Centred Hair Color Selection Using the Analytic Hierarchy Process

Rayidi Samanyu, Dr. A.V.S. Prasad

Abstract: This study presents a customer-centred framework for selecting hair color products using the Analytic Hierarchy Process. The study evaluates five alternatives: L'oreal Paris, Garnier Color Naturals, Godrej Expert Rich Creme, Revlon Colorsilk, and Indus Valley Organic Hair Colour. Customer preferences are assessed using five criteria: price, color variety, color durability, hair safety, and ease of application. Pairwise comparisons are used to determine the relative importance of these criteria and to prioritize the alternative products. The framework provides a systematic approach for translating customer preferences into a transparent product ranking, supporting more informed hair color selection. The study is limited to the specified products and criteria and focuses on preference-based decision analysis rather than laboratory testing of product performance.

Keywords: Analytic Hierarchy Process, multi-criteria decision-making, consumer preference, hair color selection

How to Cite?: Rayidi Samanyu, Dr. A.V.S. Prasad, "Customer-Centred Hair Color Selection Using the Analytic Hierarchy Process", Volume 15 Issue 9, September 2026, International Journal of Science and Research (IJSR), Pages: 998-1002, https://www.ijsr.net/getabstract.php?paperid=SR26915213456, DOI: https://dx.doi.org/10.21275/SR26915213456

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