Neutrosophic Marketing Strategy and Consumer Behavior

Abstract

Selecting an appropriate marketing strategy based on consumer behavior is a complex decision that involves multi
criteria 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.