Ranking of factors affecting customer choice in business

The aim of the current research is to rank the factors affecting the choice of customers in business, which is descriptive-surveillant in terms of practical purpose and based on nature and method. A qualitative method has been used to analyze the data. For this purpose, we identified the factors affecting the customer's choice in the business through textual content analysis, which were selected by the snowball method. Finally, after the necessary investigations, 9 factors affecting customer selection in business were identified, and in the next step, we ranked them through the ANP-DEMATEL method. The results of the research showed that the prioritization of the following customer selection criteria is as follows: brand and durability of the product; previous experiences, price, awareness, quality, durability, health and suitable and attractive packaging of the product, rewards, the key to success, benefits. and the appearance of the product, easy access to the product.