The purpose of this study hope to understand what important consideration elements of LED lighting products in the consumer purchasing process which AHP method to analyze the weights between the various elements of importance to know the consumer LED lighting products in consideration when purchasing important factor. The second layer design variables of marketing messages, customer satisfaction, as well as sales offices LED lighting products procurement key factor for the dimensions of the marketing messages the study found that, while the influence of the elements of the marketing message, brand reputation as the most important. ”Customer Satisfaction” dimension affected elements of ”power-saving” share of the weight was the largest; ”Where to buy” that internet purchase the weight of was the largest. In this study, we can be provided to the LED lighting products manufacturers to have a preliminary understanding of the key factor for consumer purchases, to suggest law given direction.