This research is proposed and accomplished to compare AHP and Fuzzy AHP, in consumers’ believes assessment and to rank the criteria in choice a refrigerator brand. The questions that would answer in this research are: What criteria are noticed to buy household appliance? Which ranking do these criteria have? Do the consumers differ between the quantitative and qualitative criteria, for choose a brand? Does decision making based on definite criteria, have a significant difference from decision making based on fuzzy criteria? In this research, pure data analyzed by three methods: 2-level classic AHP, 2-level fuzzy AHP and 3-level fuzzy AHP by means of expert choice software, and in ever methods, nearest ranks observed in ranking by 3-level fuzzy AHP, and then 2-level fuzzy AHP.

Keywords: Purchase Preferences, Analytical Hierarchy Process, Fuzzy AHP, Fuzzy Ranking.

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