The purpose of this research is to provide a framework for prioritizing the factors that affect whether or not personal computers (PCs) are upgraded. The implications of this may influence product development, manufacturing and marketing. The model presented in this article is an extension of an idea by Lambkin Day for a holistic treatment of the forces affecting marketing to the case of upgrades for PCs. The authors have used the Analytic Hierarchy Process (AHP) as a technique that permits the

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... introduction of structure into this complex problem thus helping managers of vendor companies marketing upgrades to PCs to devise strategies for effective marketing.