Document Type

Closed Project

Publication Date

Spring 2012


Tugrul Daim

Course Title

Decision Making

Course Number

ETM 530/630


Choice of transportation -- Single people -- Decision making, Choice of transportation -- Single people -- Cultural aspects, Hierarchical Decision Model


A HDM model was applied to the problem of consumer choice amongst single-person transportation technologies. Criteria and sub-criteria were pulled from literature and similar studies to objectively compare the vehicles. Pairwise comparison was used to rank the weights of each criteria and sub-criteria across four different cultural states: USA, South Africa, India, and Kenya. For the USA the highest ranked criteria were Economic and Practicality, for South Africa they were Safety and Economic, for India Safety, and for Kenya Practicality. The lowest weight for all countries was for Public Use Regulations. All countries preferred the simple human-powered bicycle to any more advanced technology. This data could be used to inform product development or marketing decisions within each country.


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