Neutrosophic Marketing Strategy and Consumer Behavior
| Autor: | Jimena Montes De Oca Sánchez, Myriam Paulina Barreno Sánchez, Miriam Janeth Pantoja Burbano, Osmanys Pérez Peña |
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| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Neutrosophic Sets and Systems, Vol 62, Pp 209-216 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2331-6055 2331-608X |
| DOI: | 10.5281/zenodo.10436934 |
| Popis: | Selecting an appropriate marketing strategy based on consumer behavior is a complex decision that involves multicriteria analysis and the incorporation of inherent uncertainties in such behavior. While numerous multi-criteria decision-making methods exist, few effectively address indeterminacy. In this study, the main objective is to select a suitable marketing strategy within a neutrosophic framework, accommodating the complex ambiguities of consumer behavior. Although the CRITIC method is widely used for multi-criteria decision-making, its traditional version struggles to adequately model the uncertainties inherent in consumer behavior. Neutrosophy, as a philosophical approach dealing with uncertainties, presents an opportunity to enhance the CRITIC method. This enhancement results in a more precise model of the phenomenon, facilitating the selection of the best among a set of marketing strategies. According to the outcomes, the most suitable marketing strategies based on consumer behavior and expert criteria, as processed through the CRITIC neutrosophic method, are Augmented Reality Marketing for the Food Industry, Digital Marketing for Fashion Retail, and Experiential Marketing for Real Estate. |
| Databáze: | Directory of Open Access Journals |
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