Application of Analytical Hierarchy Process (AHP) As a Predictor of Repeat Patronage of Betting Brands among Youths in Southwest Nigeria

The study evaluates how Analytical Hierarchy Process (AHP) can be used in predicting and ranking factors influencing repeat patronage of betting brands among youths in Southwest, Nigeria. In an attempt to achieve this, a descriptive survey design was chosen for this study through the administration of questionnaire in collecting data from the sampled population of the study. The study population is non deterministic, since it involves all youths participating in betting across Southwest, Nigeria and no official record of such participation exists anywhere in the country. The study made use of the ten most ranked physical betting platforms in Nigeria, viz: Betway, Parimatch, BetNaija, 1XBet, 22 Bet, Bet 365, Betwinner, Melbet, Wazobet and Nairabet as the study sample frame as well as youths of the six major cities across Southwest States in Nigeria. T he study population is 3,620 youths, in the proportion of 665, 852, 347, 508, 645 and 603 across the six cities chosen. The total population was considered as sample. Hence, an adoption of census sampling technique. The study found that, unemployment comes first, followed by love for sports, hope of winning in future, peer influence, promised bonus and technological advancement in that order.