Evaluate and rank the smartphone brand using fuzzy AHP and PROMETHEE / Diana Sirmayunie Mohd Nasir, Nurshahira Zawawi and Suzanawati Abu Hasan

• Main Authors: Mohd Nasir, Diana Sirmayunie, Zawawi, Nurshahira, Abu Hasan, Suzanawati
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA, Perlis 2019
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Fuzzy arithmetic
• Online Access: http://ir.uitm.edu.my/id/eprint/41809/1/41809.pdf; http://ir.uitm.edu.my/id/eprint/41809/; https://jurnalintelek.uitm.edu.my/index.php/main
• Institution: Universiti Teknologi Mara

A buying decision process is one of the Multi-Criteria Decision Making (MCDM) problems faced by everyone in daily life. One example is the selection of smartphones brand in the market. Thus, the study is conducted to evaluate the most effective criteria for buying smartphones and to rank the people's preferences on smartphone based on its brand. Six criteria (price, operating system, memory, display, camera and battery) and three alternatives which are the smartphone brands (Oppo, Samsung and Apple) were chosen in the study. Two main processes were involved, which are: 1) evaluate the smartphone criteria using Fuzzy Analytic Hierarchy Process (AHP) and 2) ranking the brand using Preference Ranking Organization Method for Enrichment Evaluations (PROMETHEE). Surveys and questionnaires were conducted and evaluated by decision makers who are the smartphone's users. Results showed storage memory is considered as prominent criteria in choosing a smartphone meanwhile the consumers firstly prefer Oppo, secondly Apple and thirdly Samsung. Future work in this study may use other alternatives to be ranked by considering other top models as well