Selection of smartphone brands by using Fuzzy TOPSIS approach

This study investigates the selection of smartphone brands using the Fuzzy TOPSIS approach, a multi-criteria decision-making method. A smartphone is an essential need, thus choosing the best option among various brands is a crucial process for consumers. Five criteria; price, RAM, storage, battery and camera were used to evaluate five popular smartphone brands; Samsung, Apple, Oppo, Vivo and Huawei. A questionnaire was assessed by a committee of ten decision makers from diverse backgrounds and the linguistic variables used were converted to triangular fuzzy numbers. The Fuzzy TOPSIS steps involve constructing decision matrices, determining the weight of criteria, normalizing values and calculating distances from ideal solutions. The findings ranked the brands, with Apple as the most preferred, which has a closeness coefficient of 0.689. This study demonstrates the effectiveness of Fuzzy TOPSIS in handling ambiguous data, optimizing decisions, and providing insights for consumers and companies to enhance product selection and marketing strategies in complex environments.