A Plithogenic-Neutrosophic Perspective on Marketing Strategy: Unifying Fuzzy MCDM, TOPSIS, and DEMATEL

Abstract

This paper explores the application of fuzzy Multi-Criteria Decision-Making (MCDM) methods, specifically TOPSIS and DEMATEL, within a neutrosophic framework to address complex decision-making problems in marketing strategies. Traditional MCDM methods often face challenges when dealing with conflicting criteria and uncertain data. To overcome these limitations, fuzzy MCDM methods, leveraging the principles of fuzzy set theory, offer a more flexible and nuanced approach. This study focuses on the evaluation of 15 marketing strategy alternatives across 13 criteria, integrating fuzzy and neutrosophic methods to handle uncertainty and vagueness effectively

TOPSIS is highlighted for its effectiveness in quickly identifying the best alternatives by measuring their proximity to an ideal solution. DEMATEL, on the other hand, is recognized for its strength in modeling causal relationships among criteria, which is crucial in understanding interdependencies in decision-making contexts. By integrating neutrosophic values, which accommodate degrees of truth, falsity, and indeterminacy, both methods are adapted to handle greater levels of uncertainty. The study presents a comparative analysis of these methods, demonstrating their advantages in different scenarios.

The results provide insights into the relative strengths of TOPSIS and DEMATEL, particularly in handling indeterminacy, computational efficiency, and accuracy in ranking alternatives. The findings suggest that while TOPSIS is suitable for straightforward ranking tasks, DEMATEL offers deeper insights into the interplay between criteria. This study concludes by underscoring the potential of neutrosophic MCDM methods in enhancing decision-making across various fields, suggesting avenues for future research to further develop and refine these approaches.