Smartphone Market Analysis with Respect to Brand Performance Using Hybrid Multicriteria Decision Making Methods

In this era of information explosion, smartphones have become a necessary device in our daily life. In order to select a better smartphone, most users try to collect more attributes to help them purchase their own smartphones, including the brand image from the advertisements, features from the specifications, word-of-mouth from their peers, and the average sales from some secondary data webs. In order to assist the users to evaluate the brand performance from the market attributes, in this paper, we selected nine smartphone brands and used multi-criteria decision-making methods to rank the smartphones’ functions. We first use TOPSIS to evaluate word-of-mouth, together with average sales collected from the website of each brand, and the brand image obtained by the use of questionnaires. Finally, we summarize the final rankings of these smartphone brands. The brand performance analysis shows that our proposed hybrid method can significantly derive the overall rankings of smartphone brands.