Research Methodology: Prioritization of New Smartphones Using TOPSIS and MOORA

Abstract

In today's world purchasing a smart phone has become complicated task for the customers due to range of specifications like Battery, Camera, Screen Size, Cost, Performance, etc. To counter this problem we have number of techniques available with us like the multi-criteria decision-making (MCDM), fuzzy logic, etc. We have used TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) and MOORA (Multi-Objective Optimization on the basis of Ratio Analysis). The objective of this study methodology is to obtain an effective and efficient multi criteria decision making (MCDM) approach to evaluate different smart phone alternatives according to consumer preferences and to find out the best optimal smart phone. Main 12 attributes were identified through many literature reviews and discussion with experts from the Indian smart phone industry and consumers. Integrated TOPSIS-MOORA approach is proposed for prioritizing alternatives based on different selected attributes. Five smart phone brands have been selected for evaluation for this methodology. Battery, Camera, Screen Size, Cost and Performance are the top five prioritized factor taken in this study according to consumers point of views. The results obtained by used methodology will be beneficial for the consumers to differentiate between different smart phones of current industries.