Smartphone Selection by Consumer Using SWARA and CODAS Technique
Smartphone Selection by Consumer Using SWARA and CODAS Technique

Summary/Abstract: The global smartphone sector is undergoing a continuous process of change, driven by increasing consumer expectations, intense competition, and rapidly advancing technology. Consequently, this dynamic structure influences consumers' smartphone preferences. In this context, the aim of this study is to determine the importance levels of the criteria that influence consumers' smartphone choices and to rank smartphone models according to the weights obtained. In line with this objective, the study is based on two fundamental research questions: First, “Which criteria are more important to consumers when choosing a smartphone?”; second, “How are smartphone models ranked according to the determined criterion weights?” In the study, the importance levels of the criteria were determined using the SWARA technique; the ranking of alternative models was performed using the CODAS technique. The findings have been interpreted from a marketing perspective. The results of the research reveal that the criteria consumers value most when choosing a smartphone are RAM capacity, price, battery power, and internal memory. In this context, the most suitable alternatives were found to be, in order, the Xiaomi Redmi Note 14 Pro, Xiaomi Redmi 13, and Xiaomi Redmi 14C. This research contributes to academic literature and practical applications by enabling the systematic examination of smartphone models based on consumer-focused criteria.

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