Abstract

Knowing the consumers' behavior can help many of the medical equipments supplier companies to maintain their competitive strength and employ more effective strategies. The goal of this study was to study of determinants influencing the behavior of purchasing the capital medical equipments using AHP model.The present study is a descriptive cross-sectional study conducted in 2012. 31 managers of hospitals medical equipments in Tehran University of Medical Sciences' hospitals were selected using census method. For data gathering a researcher-made questionnaire was used. Then, the collected data was analyzed using AHP model, SPSS 17.0 and Expert choice 5.0.Four determinants were influencing the purchase of capital medical equipments among which "quality" was the most influential determinant with the highest geometric mean (0.58) and "price" was the least influential one with the lowest geometric mean (0.08).Conclusion: quality and brand as the determinants influencing the medical capital equipments customers' behavior must be taken into consideration by the medical equipments supplier companies and it is necessary for them to choose the customers' priorities as a basis for their development plans and actions. © IDOSI Publications, 2012.