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There are not many wooden products that consumers would buy on pure impulse. Their decision regarding the purchase of a product normally undergoes a process of consideration – the more expensive the product, the more thorough the consideration. The consumer buying decision process consists of five stages: need recognition, search for information, alternatives evaluation, purchase decision and post-purchase behaviour. A company must establish what is important for consumers in each stage of this process. On the basis of these findings, the company must define the measures to influence consumers in individual phases. In this study, the analytic hierarchy process was used to analyse the buying behaviour of potential furniture buyers. Slovenian and Croatian marketing experts were asked about the habits, requests and needs of furniture buyers. The results of the research can serve as useful information for companies producing wooden products in the formulation of successful marketing strategies.Ne postoji mnogo proizvoda od drva koje bi kupci kupili impulzivno, bez dodatnog poticaja i razmišljanja. Odluka potencijalnog kupca s obzirom na vrstu proizvoda obično prolazi kroz proces razmatranja, i to na način da je za skuplji proizvod razmatranje detaljnije. Proces donošenja odluke o kupnji nekog proizvoda ima pet faza: prepoznavanje potrebe, potraga za informacijom, vrednovanje alternativa, odluka o kupnji i ponašanje nakon kupnje. Tvrtka mora utvrditi što je njezinim potencijalnim kupcima (potrošačima) u svakoj fazi procesa donošenja odluke o kupnji važno. Na temelju toga, tvrtka  mora odrediti mjere kojima će utjecati na potrošača u pojedinim fazama procesa razmatranja. Cilj ovog rada bio je vrednovati činitelje u procesu donošenja odluke o kupnji namještaja primjenom metode analitičkoga hijerarhijskog procesa (AHP). Vrednovanje pokazatelja navika, zahtjeva i potreba kupaca namještaja proveli su suradnici iz Slovenije i Hrvatske koji se bave istraživanjima i aktivnostima u području marketinga. Rezultati istraživanja mogu pomoći proizvođačima i/ili prodavačima namještaja u procesima definiranja uspješnih marketinških strategija

Evaluation of Factors in Buying Decision Process of Furniture Consumers by Applying AHP Method