Selection of Marketing Strategies in the Retail Industry Through Integrated Fuzzy DEMATEL and COPRAS Methods

Abstract Global competition, growing economic scales, and rapid technological advancements require companies in the retail industry to develop and implement robust marketing strategies. The complexity of global retail marketing necessitates the use of effective decision-making tools to mitigate potential losses. Multi-criteria decision-making techniques simplify the evaluation process of complex problems, leading to more informed results. This study investigates the combination of the Fuzzy Decision-Making Trial and Evaluation Laboratory (Fuzzy DEMATEL) and Complex Proportional Assessment (COPRAS) approaches to address the complexities of strategic marketing choices in the retail sector. In unclear and complicated systems, Fuzzy DEMATEL efficiently evaluates and ranks cause-and-effect correlations, while COPRAS provides a thorough evaluation and rating of criterion implications, reducing the uncertainty associated with decision making. The goal of this research is to determine the most appropriate marketing strategies for the retail industry using the integrated Fuzzy DEMATEL and COPRAS method. The effectiveness and applicability of these integrated techniques are evaluated through a practical example, showcasing their potential to enhance decision making and strategic planning in retail marketing.