Application of the analytical hierarchy process to evaluate consumer acceptance and preferences for omega-3 enriched eggs

Purpose The purpose of this paper is to analyse the appropriateness of the analytical hierarchy process (AHP) to measure consumers’ acceptance and preference for eggs enriched with omega-3 ( n -3) fatty acids as a health claim and to compare its results with the traditional nine-point hedonic scale. Design/methodology/approach The AHP was used as a multi-criteria decision analysis. Data were obtained from a face-to-face questionnaire completed...