The purpose of the study is to determine the significance level of factors that are affecting young consumers' purchasing preferences by AHP. In this point of view, primarily criteria that are effective in the purchasing preferences of young consumers' are defined as brand, price, quality, color and design, advertising, availability, promotions and discounts, conformity to fashion and after-sales services. These criteria will be applied separately to each essential product group such as food & beverage, clothing & accessories and technological products. Obtained results will be revealed in the full paper.
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