This document explains the attributes that a buyer takes into consideration while purchasing badminton racket and the priorities assigned to each attributes have been derived using Analytical Hierarchical Process (AHP)

1. Marketing Model

2. Introduction:
Evaluating Alternative product is one of the most essential steps in the purchasing
behaviour of consumer. Most of us evaluate different alternative product by prioritizing
some features over other and then reach to a conclusion to purchase a specific product.
No doubt we don’t get the best quality product at the least cost. So we have to
compromise with some features over others. This analysis explains how customers
prioritize different features while purchasing their favourite badminton racquet.
Methodology
The stepsthat were followedindoingthisanalysisare
Questionnaire
A structured questionnaire was prepared focusing on significant features of badminton
racquet. The questionnaire was floated using google form and responses were collected
on a likert scale where the respondents shared their view on a relative scale of
prioritizing one feature over others.
The questionnaire is as follows:
Finding out the features that consumers take into consideration while purchasing
badminton racquet
Preparing a structured questionnaire on those features to get consumer’s insights
Collecting responses from the respondents on a likert scale
Finding out the main factors by performing Principal Component Analysis
Finding out the decision making criteria by applying MCDM tool - AHP

3. 1. How much informed are you about badminton racquet
Do you know in and out of badminton racquet features?
I am a pro
Well informed
Average
Very little informed
Not at all
If you want to buy a racquet, how would you prioritize these features?
Rate them in a scale of 1 to 5.
Rate them in relative to one another. Check help text in each question. It would help you in
choosing the best option.
2. Weight
1U – heaviest, 4U – lightest or W1 to W4 (standards). If you have good wrist muscle play with a
heavy one and your smash would be unpick-able.
1 2 3 4 5
Least important Very important
3. Material of the racquet
Most of the time the racquet is made of single material but sometime it comes with a mix of
materials. The materials that are used – Steel, Aluminium, Carbon Fiber, Ceramic or Boron
1 2 3 4 5
Least Important Very Important
4. Price
1 2 3 4 5
Least Most
5. Grip Size
G2 – Biggest, G5 – Smallest (bigger grip size help players to attack while smaller grip size helps
to deceive)
1 2 3 4 5
Least Most
6. Balance Point
The higher the balance point the better momentum it achieves
1 2 3 4 5

4. Least Most
7. Flexibility/Stiffness of Shaft
Most of the professional plays with mix-flex racquet as they need lil flexibility in their racquet
shaft
1 2 3 4 5
Least Most
8. String
It should match with strength of the shaft and weight of the racquet
1 2 3 4 5
Least Most
9. Head Shape
Oval – high surface area,Round – great tensile strength
1 2 3 4 5
Least Most
10. Joint
Single piece is better but not economical
1 2 3 4 5
Least Most
11. Brand
I know many brands Yonex, Li-Ning, Silver’s, Vector-x,Cosco, etc
1 2 3 4 5
Least Most

5. Rotated Component Matrixa
Component
Performance Convenience Reliability/Durability
Weight .609
Material .587
Price .671
Grip_Size .530
Balance_point .899
Flexibility .847
String .794
Head_Shape .688
Joint .751
Brand .672
Extraction Method: Principal ComponentAnalysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 4 iterations.
Principal Component Analysis
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 3.302 33.024 33.024 3.302 33.024 33.024 3.006 30.061 30.061
2 1.981 19.805 52.829 1.981 19.805 52.829 1.933 19.328 49.389
3 1.369 13.685 66.515 1.369 13.685 66.515 1.713 17.126 66.515
4 0.917 9.167 75.681
5 .804 8.037 86.719
6 .598 5.976 92.695
7 .499 4.988 97.683
8 .150 1.502 99.186
9 .047 .468 99.654
10 .035 .346 100.000
Extraction Method: Principal ComponentAnalysis.
Components
Named

6. Analytical HierarchicalProcess
Analytical Hierarchical Process (AHP) is a multi-criteria decision making (MCDM) tool
which helps in evaluating different alternative by prioritizing different features. There are
certain steps that need to be followed before prioritizing these features.
Weghts and C.I.
PairwiseComparisonMatrix
Performance Reliability Conviniency 3rd Root Priority Vector
Performance 1 3 5 2.47 0.636
Reliability 0.333333 1 3 1 0.26
Convenience 0.2 0.3333 1 0.41 0.11
SUM 1.53 1.63 9 3.88
MaximumEigenValue (max) = 3.29478
ConsistencyIndex=0.14739
Relative index =0.58 for n = 3
ConsistencyReliability=CI/RI= 0.26
ConsistencyReliabilityof 0.26 (< 1) suggeststhatthe matrix is consistent
Head
Shape
0.09
Flexibility
0.16
Grip Size
0.05
Brand
0.64
Joint
0.10
Price
0.26
Badminton
Racquet
Performance
0.65
Reliability
0.23
Convenience
0.12
String
0.29
Balance
Point
0.05
Material
0.66
Weight
0.70

7. Weights(EigenVector)
Performance
0.650648
Reliability
0.222518
Convenience
0.126834
Similarly By applying AHP in further criteria
Brand 0.64
Price 0.26
Joint 0.10
Factor
Analysis Features
Local
Values
Global
Values
Badminton
Racquet
features
weightage
(AHP)
Performance
0.65
Balance
Point 0.05
0.0325
Material 0.66 0.429
String 0.29 0.1885
Reliability
0.23
Brand 0.64 0.1472
Price 0.26 0.0598
Joint 0.1 0.023
Convenience
0.12
Head shape 0.09 0.0108
Flexibility 0.16 0.0192
Grip size 0.05 0.006
Weight 0.7 0.084
SUM = 1
Conclusion:
From the above Analysis it is found that customers generally look for a high performance
badmintonracquetcomparedtothe reliability/durability and convenience of the racquet. If we
observe the global values of each features which is obtained by multiplying factor loading with
local values, we can see that material of shaft has the highest weightage of 0.429, as this is not
only responsible for performance but also for durability and weight.
Head Shape 0.09
Flexibility 0.16
Grip size 0.05
Weight 0.71
Balance Point 0.05
Material 0.66
String 0.29
Global value = factor
loading * local values