Analysis of the ranking of mobile telephone brands chosen by female community in Tanah Merah, Kelantan using fuzzy electre method / Fatin Najwa Mat Sedi

Mobile telephones (better referred as mobile phones) are known as standard device among Malaysian citizens, irrespective of gender. By using mobile phones, any information around the world can be accessed easily and communication through social media has become easy. The usage of a mobile phone has a significant influence on the user daily life, making it an important device. With the many brands available in the market, a consumer needs to make a wise choice based on certain criteria. The objective of this study is to rank the brands of mobile phones most preferred by the female community in Tanah Merah, Kelantan by identifying the criteria of the mobile phones. The criteria are price, resolution, screen size, design and durability. The Fuzzy Electre method (Elimination Et Choix Traduisant la Realite) has been used in this study. This fuzzy method was first introduced in 1965 before it was renamed as Electre I. In order to analyze the data regarding the decision matrix, the Electre method has been used as an outranking technique to rank the set of alternatives through the linguistic variables and the fuzzy numbers. The result of the study indicates that Samsung is the most preferred mobile phone brand among the female respondents, followed by Oppo and Huawei, respectively. It also shows that Vivo and Xiaomi are equally the least chosen brands.