BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY

MANAGEMENT SCIENCE ASSIGNMENT

ANALYTIC HIERARCHY PROCESS

Submitted by:
Malay Pant
19DM100

Submitted to:
Dr. Kuldeep Lamba

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 TABLE OF CONTENTS

[Link]. NAME Pg No.

1. Introduction 3
2. Problem Statement 4
3. Methodology 4
4. Analysis 6-19
5. Conclusion 20

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Introduction:
In today’s ever changing world, people are looking for the best in the mobile phones they use.
Every available alternative differ very slightly but significantly on the various criterions. The
different options confuse the customer and they end up sometimes making the wrong choice for
themselves and then blame the mobile company for the product which might not suit their needs
exactly.
Many times a person gets confused because of various factors and features of a phone and is
unable to make a [Link] approach for his decision that helps a lot is the “Analytic
Hierarchy Process”. This is a process of decision making which takes into consideration about
the various parameters that constrain themselves. The criteria are judged against each other to
obtain the favourable one amongst all and thereby arriving at the result to the problem.
The goal of this research is about how multiple criteria can be evaluated and how to arrive at a
conclusion for a problem like choosing a mobile phone. These days there are various parameters
a mobile phone is judged on and they might be design, brand value, battery and others.

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Problem Statement:
To make a decision of which mobile brand is more suitable amongst the given when judged
against the parameters of design, display, brand value, price, battery, ram. which one is better
amongst is it Apple IPhone, Samsung, Nokia, Oppo, Vivo?

Methodology:
The methodology considered in this experiment is the standard approach to this problem by
obtaining a questionnaire which had the criteria the customers considered important and helps in
forming the decision. The shortlisting has been done for 5 most popular mobile phone brands.
The scale used to weigh each factor or criteria is called as “Saaty Scale” named after the original
founder of the Analytic Hierarchy Process, Prof. [Link]. These are scales that derive
ratio scales from derived comparisons. The scales have a range of value from 1 to 9, which run to
both side and on each end it has one criteria or an alternative. 1 means that both the preferences
weigh equal against each other and 9 means that the particular criteria is the most preferred
among the two.
We have a step wise approach to obtain a result in this process and let us see each step one by
one.
The first step is to prepare the questionnaire and see what is the required number of questions,
what to ask and also prepare the answers on the Saaty scale. The various factors we have
considered in this experiment are given in the flow chart below:

DESIGN DISPLAY BRAND

RAM PRICE BATTERY

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The alternatives we had with us would be as follows.
 Apple
 Samsung
 Nokia
 Oppo
 Vivo

The next step would be to gather responses and see what is the preferences of the people are.
This step is done based on the questionnaire and asking people to rate the factors under
consideration on the Saaty Scale.

We have taken 3 expert reviews for criterion analysis and also for the alternative-criterion
analysis. Then we take the geometric mean for the values obtained to construct a final matrix for
normalization in each case.

We further carry out the process on this matrix. The sum of each row was calculated. The matrix
is then normalized and the average of each criteria or alternative is summed up.

Consistency:

The next step is checking the consistency of the matrix formed. For that process, we multiply
each value in the first column of the pairwise comparison matrix by the priority of the first item;
multiply each value in the second column of the pairwise comparison matrix by the priority of
the second item: we continue this process for all the columns of the pairwise comparison matrix.
Then, we sum the values across the rows to obtain a vector of values called ‘average sum’ or
‘criterion priority’. The weighed sum in then divided by the corresponding priority for each
criterion. The average of these values is called lambda max.

The next step is to calculate the consistency index (CI). The formulae for the same is:
CI=Lamda max-n/n-1, where n=number of items compared.

Consistency Ratio is then calculated by, CR=CI/RI, where RI the consistency index of a
randomly generated pairwise comparison matrix.

A consistency ratio up to .10 is considered acceptable.

Deciding the Overall Priority:

The next step is to calculate the overall priority of the mobile phones based on the pairwise
alternative priority. The average weight of the criteria is then used as a multiplier and multiplied
with the average weight of the alternatives for those factors. This value should also be summed
up and the end result must be equal to 1.

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The end value in this matrix is considered as the deciding value in the final decision. Upon
successful completion of these steps, we would know what is the final outcome and the mobile
phone that would be the better choice considering the above listed factors.

Analysis:
The matrix was filled up by asking the questions from the expert and a final matrix was
constructed by taking the geometric mean. The diagonal elements will be 1, and the upper
triangle and lower triangle will be the reciprocal of each other. The calculations are done as per
the methodology.
The calculations are done on excel and the tables are attached.

1. Criterion Comparison

Expert 1
Design Display Brand Price RAM Battery
Design 1.00 1.00 2.00 2.00 1.00 5.00
Display 1.00 1.00 1.00 6.00 2.00 4.00
Brand 0.50 1.00 1.00 2.00 1.00 2.00
Price 0.50 0.17 0.50 1.00 2.00 1.00
RAM 1.00 0.50 1.00 0.50 1.00 2.00
Battery 0.20 0.25 0.50 1.00 0.50 1.00
Total 4.2 3.916667 6 12.5 7.5 15

Expert 2
Design Display Brand Price RAM Battery
Design 1.00 1.00 3.00 5.00 1.00 4.00
Display 1.00 1.00 1.00 5.00 3.00 2.00
Brand 0.33 1.00 1.00 4.00 2.00 3.00
Price 0.20 0.20 0.25 1.00 2.00 5.00
RAM 1.00 0.33 0.50 0.50 1.00 2.00
Battery 0.25 0.50 0.33 0.20 0.50 1.00
Total 3.783333 4.033333 6.083333 15.7 9.5 17

Expert 3
Design Display Brand Price RAM Battery
Design 1.00 2.00 1.00 2.00 1.00 3.00
Display 0.50 1.00 1.00 6.00 5.00 3.00
Brand 1.00 1.00 1.00 2.00 1.00 1.00
Price 0.50 0.17 0.50 1.00 1.00 1.00
RAM 1.00 0.20 1.00 1.00 1.00 2.00
Battery 0.33 0.33 1.00 1.00 0.50 1.00

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Total 4.333333 4.7 5.5 13 9.5 11

Geometric Mean and Consistency Check:

Geometric Mean
Design Display Brand Price RAM Battery
Design 1.00 1.41 1.82 2.71 1.00 3.91
Display 0.71 1.00 1.00 5.65 3.11 2.88
Brand 0.55 1.00 1.00 2.52 1.26 1.82
Price 0.37 0.18 0.40 1.00 1.59 1.71
RAM 1.00 0.32 0.79 0.63 1.00 2.00
Battery 0.26 0.35 0.55 0.58 0.50 1.00
Total 3.881268 4.259834 5.557993 13.09524 8.454555 13.32646

Average
Normalization Design Display Brand Price RAM Battery Weight
Design 0.257648 0.331988 0.326938 0.207283 0.118279 0.293766 0.255984
Display 0.182184 0.234751 0.179921 0.431166 0.367522 0.216449 0.268665
Brand 0.141789 0.234751 0.179921 0.192424 0.149023 0.136354 0.172377
Price 0.094918 0.041577 0.071402 0.076364 0.187757 0.128314 0.100055
RAM 0.257648 0.07555 0.142803 0.048106 0.118279 0.150077 0.132077
Battery 0.065813 0.081384 0.099014 0.044658 0.05914 0.075039 0.070841

Design 0.255984 0.37995 0.31323 0.271592 0.132077 0.277334 6.368242

Display 0.181008 0.268665 0.172377 0.564934 0.410395 0.204341 6.706184
Brand 0.140873 0.268665 0.172377 0.252123 0.166407 0.128727 6.550599
Price 0.094305 0.047583 0.068408 0.100055 0.20966 0.121137 6.407939
RAM 0.255984 0.086465 0.136816 0.063031 0.132077 0.141682 6.178612
Battery 0.065388 0.093141 0.094863 0.058513 0.066039 0.070841 6.335076

Consistency
Lamda
max 6.424442
CI 0.084888
RI 1.24
CR 0.068458

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 2. Design Comparison
Expert 1
DESIGN Apple Samsung Nokia Vivo Oppo
Apple 1.00 5.00 8.00 4.00 9.00
Samsung 0.20 1.00 7.00 8.00 4.00
Nokia 0.13 0.14 1.00 2.00 3.00
Vivo 0.25 0.13 0.50 1.00 3.00
Oppo 0.11 0.25 0.33 0.33 1.00
Total 1.69 6.52 16.83 15.33 20.00

Expert 2
DESIGN Apple Samsung Nokia Vivo Oppo
Apple 1.00 8.00 8.00 6.00 8.00
Samsung 0.13 1.00 8.00 2.00 6.00
Nokia 0.13 0.13 1.00 2.00 1.00
Vivo 0.17 0.50 0.50 1.00 1.00
Oppo 0.13 0.17 1.00 1.00 1.00
Total 1.54 9.79 18.50 12.00 17.00

Expert 3
DESIGN Apple Samsung Nokia Vivo Oppo
Apple 1.00 8.00 9.00 9.00 7.00
Samsung 0.13 1.00 6.00 4.00 3.00
Nokia 0.11 0.17 1.00 1.00 3.00
Vivo 0.11 0.25 1.00 1.00 1.00
Oppo 0.14 0.33 0.33 1.00 1.00
Total 1.49 9.75 17.33 16.00 15.00

Geometric Mean and Consistency Check:

GEOMETRIC MEAN
DESIGN Apple Samsung Nokia Vivo Oppo
Apple 1.00 6.84 8.32 6.00 7.96
Samsung 0.15 1.00 6.95 4.00 4.16
Nokia 0.12 0.14 1.00 1.59 2.08
Vivo 0.17 0.25 0.63 1.00 1.44
Oppo 0.13 0.24 0.48 0.69 1.00
Total 1.56 8.47 17.38 13.28 16.64

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 Average
NORMALIZATION DESIGN Apple Samsung Nokia Vivo Oppo weight
Apple 0.641555 0.807152 0.478645 0.451781 0.478234 0.571474
Samsung 0.093796 0.118006 0.399932 0.301188 0.250001 0.232584
Nokia 0.077107 0.016974 0.057527 0.119526 0.125 0.079227
Vivo 0.106926 0.029502 0.03624 0.075297 0.08667 0.066927
Oppo 0.080616 0.028366 0.027656 0.052208 0.060094 0.049788

Apple 0.571474 1.590855 0.659195 0.401561 0.396219 6.333285

Samsung 0.08355 0.232584 0.55079 0.267708 0.207127 5.768911
Nokia 0.068684 0.033456 0.079227 0.10624 0.103563 4.937327
Vivo 0.095246 0.058146 0.04991 0.066927 0.071807 5.110579
Oppo 0.07181 0.055907 0.038088 0.046405 0.049788 5.262279

Consistency
Lamda
max 5.482476
CI 0.096495
RI 1.12
CR 0.086156

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 3. Display Comparison:
Expert 1
DISPLAY Apple Samsung Nokia Vivo Oppo
Apple 1.00 7.00 8.00 9.00 9.00
Samsung 0.14 1.00 4.00 6.00 3.00
Nokia 0.13 0.25 1.00 2.00 2.00
Vivo 0.11 0.17 0.50 1.00 1.00
Oppo 0.11 0.33 0.50 1.00 1.00
Total 1.49 8.75 14.00 19.00 16.00

Expert 2
DISPLAY Apple Samsung Nokia Vivo Oppo
Apple 1.00 8.00 8.00 8.00 9.00
Samsung 0.13 1.00 7.00 8.00 9.00
Nokia 0.13 0.14 1.00 1.00 3.00
Vivo 0.13 0.13 1.00 1.00 2.00
Oppo 0.11 0.11 0.33 0.50 1.00
Total 1.49 9.38 17.33 18.50 24.00

Expert 3
DISPLAY Apple Samsung Nokia Vivo Oppo
Apple 1.00 9.00 8.00 9.00 9.00
Samsung 0.11 1.00 4.00 5.00 5.00
Nokia 0.13 0.25 1.00 1.00 3.00
Vivo 0.11 0.20 1.00 1.00 1.00
Oppo 0.11 0.20 0.33 1.00 1.00
Total 1.46 10.65 14.33 17.00 19.00

Geometric Mean and Consistency Check:

GEOMETRIC MEAN
DISPLAY Apple Samsung Nokia Vivo Oppo
Apple 1.00 7.96 8.00 8.65 9.00
Samsung 0.13 1.00 4.82 6.21 5.13
Nokia 0.13 0.21 1.00 1.26 2.62
Vivo 0.12 0.16 0.79 1.00 1.26
Oppo 0.11 0.19 0.38 0.79 1.00
Total 1.48 9.52 15.00 17.92 19.01

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 Average
NORMALIZATION DISPLAY Apple Samsung Nokia Vivo Oppo Weight
Apple 0.676897 0.835812 0.533491 0.482853 0.47342 0.600495
Samsung 0.085057 0.105026 0.321448 0.346759 0.269846 0.225627
Nokia 0.084612 0.021788 0.066686 0.070302 0.137857 0.076249
Vivo 0.078222 0.0169 0.052929 0.055799 0.066275 0.054025
Oppo 0.075211 0.020473 0.025446 0.044287 0.052602 0.043604

Apple 0.600495 1.795567 0.609993 0.467505 0.392435 6.438016

Samsung 0.075457 0.225627 0.367543 0.335737 0.223685 5.44282
Nokia 0.075062 0.046808 0.076249 0.068067 0.114274 4.989702
Vivo 0.069393 0.036307 0.060519 0.054025 0.054937 5.093595
Oppo 0.066722 0.043983 0.029094 0.04288 0.043604 5.189498

Consistency
Lamda
max 5.430726
CI 0.107682
RI 1.12
CR 0.096144

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 4. Brand Value Comparison:
Expert 1
BRAND
VALUE Apple Samsung Nokia Vivo Oppo
Apple 1.00 6.00 9.00 8.00 9.00
Samsung 0.17 1.00 2.00 4.00 4.00
Nokia 0.11 0.50 1.00 2.00 3.00
Vivo 0.13 0.25 0.50 1.00 1.00
Oppo 0.11 0.25 0.33 1.00 1.00
Total 1.51 8.00 12.83 16.00 18.00

Expert 2
BRAND
VALUE Apple Samsung Nokia Vivo Oppo
Apple 1.00 8.00 9.00 6.00 8.00
Samsung 0.13 1.00 5.00 6.00 4.00
Nokia 0.11 0.20 1.00 3.00 4.00
Vivo 0.17 0.17 0.33 1.00 2.00
Oppo 0.13 0.25 0.25 0.50 1.00
Total 1.53 9.62 15.58 16.50 19.00

Expert 3
BRAND
VALUE Apple Samsung Nokia Vivo Oppo
Apple 1.00 7.00 5.00 9.00 9.00
Samsung 0.14 1.00 4.00 5.00 5.00
Nokia 0.20 0.25 1.00 1.00 2.00
Vivo 0.11 0.20 1.00 1.00 3.00
Oppo 0.11 0.20 0.50 0.33 1.00
Total 1.57 8.65 11.50 16.33 20.00

Geometric Mean and Consistency Check:

GEOMETRIC MEAN
BRAND
VALUE Apple Samsung Nokia Vivo Oppo
Apple 1.00 6.95 7.40 7.56 8.65
Samsung 0.14 1.00 3.42 4.93 4.31
Nokia 0.14 0.29 1.00 1.82 2.88
Vivo 0.13 0.20 0.55 1.00 1.82
Oppo 0.12 0.23 0.35 0.55 1.00
Total 1.53 8.68 12.72 15.86 18.66

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 Average
NORMALIZATION BRAND Apple Samsung Nokia Vivo Oppo Weight
Apple 0.654945 0.800995 0.581856 0.476659 0.463647 0.59562
Samsung 0.094209 0.115217 0.268957 0.31101 0.230865 0.204052
Nokia 0.088522 0.03369 0.078644 0.114577 0.154549 0.093996
Vivo 0.086638 0.023359 0.043279 0.063054 0.09736 0.062738
Oppo 0.075686 0.026739 0.027264 0.0347 0.053579 0.043594

Apple 0.59562 1.418578 0.695444 0.47427 0.377238 5.978895

Samsung 0.085675 0.204052 0.321463 0.309451 0.187839 5.432352
Nokia 0.080504 0.059665 0.093996 0.114003 0.125746 5.041837
Vivo 0.078791 0.041369 0.051728 0.062738 0.079215 5.002404
Oppo 0.06883 0.047356 0.032587 0.034526 0.043594 5.204715

Consistency
Lamda
max 5.332041
CI 0.08301
RI 1.12
CR 0.074116

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 5. Price Comparison:
Expert 1
PRICE Apple Samsung Nokia Vivo Oppo
Apple 1.00 3.00 3.00 4.00 3.00
Samsung 0.33 1.00 3.00 2.00 2.00
Nokia 0.33 0.33 1.00 1.00 2.00
Vivo 0.25 0.50 1.00 1.00 1.00
Oppo 0.33 0.50 0.50 1.00 1.00
TOTAL 2.25 5.33 8.50 9.00 9.00

Expert 2
PRICE Apple Samsung Nokia Vivo Oppo
Apple 1.00 3.00 2.00 3.00 1.00
Samsung 0.33 1.00 3.00 4.00 3.00
Nokia 0.50 0.33 1.00 1.00 3.00
Vivo 0.33 0.25 1.00 1.00 2.00
Oppo 1.00 0.33 0.33 0.50 1.00
TOTAL 3.17 4.92 7.33 9.50 10.00

Expert 3
PRICE Apple Samsung Nokia Vivo Oppo
Apple 1.00 1.00 3.00 2.00 3.00
Samsung 1.00 1.00 3.00 3.00 4.00
Nokia 0.33 0.33 1.00 2.00 1.00
Vivo 0.50 0.33 0.50 1.00 2.00
Oppo 0.33 0.25 1.00 0.50 1.00
Total 3.17 2.92 8.50 8.50 11.00

Geometric Mean and Consistency Check:

GEOMETRIC MEAN
PRICE Apple Samsung Nokia Vivo Oppo
Apple 1.00 2.08 2.62 2.88 2.08
Samsung 0.48 1.00 3.00 2.88 2.88
Nokia 0.38 0.33 1.00 1.26 1.82
Vivo 0.35 0.35 0.79 1.00 1.59
Oppo 0.48 0.35 0.55 0.63 1.00
TOTAL 2.69 4.11 7.96 8.66 9.37

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 Average
NORMALIZATION PRICE Apple Samsung Nokia Vivo Oppo Weight
Apple 0.371782 0.5065 0.329042 0.333126 0.222015 0.352493
Samsung 0.178734 0.2435 0.376659 0.333126 0.307874 0.287978
Nokia 0.141861 0.081167 0.125553 0.145506 0.193948 0.137607
Vivo 0.128889 0.084417 0.099651 0.115488 0.169429 0.119575
Oppo 0.178734 0.084417 0.069094 0.072753 0.106734 0.102346

Apple 0.352493 0.599019 0.360632 0.344914 0.248726 5.40659

Samsung 0.169461 0.287978 0.412821 0.344914 0.344914 5.41738
Nokia 0.134501 0.095993 0.137607 0.150655 0.217282 5.348844
Vivo 0.122202 0.099837 0.109219 0.119575 0.189814 5.357693
Oppo 0.169461 0.099837 0.075728 0.075328 0.119575 5.275498

Consistency
Lamda
max 5.361201
CI 0.0903
RI 1.12
CR 0.080625

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 6. RAM Comparison:
Expert 1
RAM Apple Samsung Nokia Vivo Oppo
Apple 1.00 7.00 9.00 7.00 8.00
Samsung 0.14 1.00 7.00 4.00 5.00
Nokia 0.11 0.14 1.00 2.00 1.00
Vivo 0.14 0.25 0.50 1.00 1.00
Oppo 0.13 0.20 1.00 1.00 1.00
Total 1.52 8.59 18.50 15.00 16.00

Expert 2
RAM Apple Samsung Nokia Vivo Oppo
Apple 1.00 8.00 9.00 9.00 8.00
Samsung 0.13 1.00 5.00 3.00 4.00
Nokia 0.11 0.20 1.00 2.00 3.00
Vivo 0.11 0.33 0.50 1.00 2.00
Oppo 0.13 0.25 0.33 0.50 1.00
Total 1.47 9.78 15.83 15.50 18.00

Expert 3
RAM Apple Samsung Nokia Vivo Oppo
Apple 1.00 7.00 9.00 6.00 6.00
Samsung 0.14 1.00 6.00 1.00 2.00
Nokia 0.11 0.17 1.00 1.00 1.00
Vivo 0.17 1.00 1.00 1.00 3.00
Oppo 0.17 0.50 1.00 0.33 1.00
Total 1.59 9.67 18.00 9.33 13.00

Geometric Mean and Consistency Check:

GEOMETRIC MEAN
RAM Apple Samsung Nokia Vivo Oppo
Apple 1.00 7.32 9.00 7.23 7.27
Samsung 0.14 1.00 5.94 2.29 3.42
Nokia 0.11 0.17 1.00 1.59 1.44
Vivo 0.14 0.44 0.63 1.00 1.82
Oppo 0.14 0.29 0.69 0.55 1.00
TOTAL 1.52 9.22 17.27 12.66 14.95

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 Average
NORMALIZATION RAM Apple Samsung Nokia Vivo Oppo Weight
Apple 0.656326 0.794116 0.521218 0.571233 0.486258 0.60583
Samsung 0.089679 0.108506 0.344231 0.180874 0.228793 0.190417
Nokia 0.072925 0.018255 0.057913 0.125411 0.096486 0.074198
Vivo 0.090773 0.047395 0.036483 0.079004 0.121564 0.075044
Oppo 0.090297 0.031727 0.040155 0.043478 0.066899 0.054511

Apple 0.60583 1.393586 0.667782 0.542598 0.396215 5.952182

Samsung 0.082779 0.190417 0.441027 0.171807 0.186426 5.632157
Nokia 0.067314 0.032036 0.074198 0.119125 0.078619 5.004063
Vivo 0.083789 0.083172 0.046742 0.075044 0.099054 5.167658
Oppo 0.08335 0.055678 0.051446 0.041298 0.054511 5.251824

Consistency
Lamda
max 5.401577
CI 0.100394
RI 1.12
CR 0.089638

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 7. Battery Comparison:
EXPERT 1
BATTERY Apple Samsung Nokia Vivo Oppo
Apple 1.00 4.00 1.00 4.00 5.00
Samsung 0.25 1.00 1.00 3.00 2.00
Nokia 1.00 1.00 1.00 6.00 6.00
Vivo 0.25 0.33 0.17 1.00 3.00
Oppo 0.20 0.50 0.17 0.33 1.00
Total 2.70 6.83 3.33 14.33 17.00

EXPERT 2
BATTERY Apple Samsung Nokia Vivo Oppo
Apple 1.00 5.00 2.00 6.00 5.00
Samsung 0.20 1.00 1.00 2.00 4.00
Nokia 0.50 1.00 1.00 5.00 6.00
Vivo 0.17 0.50 0.20 1.00 4.00
Oppo 0.20 0.25 0.17 0.25 1.00
Total 2.07 7.75 4.37 14.25 20.00

EXPERT 3
BATTERY Apple Samsung Nokia Vivo Oppo
Apple 1.00 7.00 3.00 6.00 8.00
Samsung 0.14 1.00 1.00 5.00 4.00
Nokia 0.33 1.00 1.00 6.00 7.00
Vivo 0.17 0.20 0.17 1.00 2.00
Oppo 0.13 0.25 0.14 0.50 1.00
Total 1.77 9.45 5.31 18.50 22.00

Geometric Mean and Consistency Check:

GEOMETRIC MEAN
BATTERY Apple Samsung Nokia Vivo Oppo
Apple 1.00 5.19 1.82 5.24 5.85
Samsung 0.19 1.00 1.00 3.11 3.17
Nokia 0.55 1.00 1.00 5.65 6.32
Vivo 0.19 0.32 0.18 1.00 2.88
Oppo 0.17 0.31 0.16 0.35 1.00
Total 2.10 7.83 4.15 15.34 19.22

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 Average
Normalization BATTERY Apple Samsung Nokia Vivo Oppo Weight
Apple 0.475129 0.663213 0.437592 0.341651 0.30421 0.444359
Samsung 0.091503 0.127725 0.240816 0.202536 0.16515 0.165546
Nokia 0.261474 0.127725 0.240816 0.368033 0.328572 0.265324
Vivo 0.090648 0.041106 0.042651 0.065182 0.150049 0.077927
Oppo 0.081246 0.040231 0.038126 0.022597 0.052019 0.046844

Apple 0.444359 0.859598 0.482125 0.408454 0.273944 5.55515

Samsung 0.085577 0.165546 0.265324 0.242138 0.14872 5.480675
Nokia 0.24454 0.165546 0.265324 0.439994 0.295883 5.319109
Vivo 0.084777 0.053278 0.046991 0.077927 0.135121 5.108547
Oppo 0.075984 0.052144 0.042006 0.027016 0.046844 5.208659

Consistency
Lamda
max 5.334428
CI 0.083607
RI 1.12
CR 0.074649

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Final Calculations to Calculate the Overall Priority for various mobile phones:

Final Calculations Design Display RAM Price Battery Brand

ALL 0.26 0.27 0.13 0.10 0.07 0.17
Apple 0.57 0.60 0.61 0.35 0.44 0.60 0.557056
Samsung 0.23 0.23 0.19 0.29 0.17 0.20 0.221021
Nokia 0.08 0.08 0.07 0.14 0.27 0.09 0.099333
Vivo 0.07 0.05 0.08 0.12 0.08 0.06 0.069858
Oppo 0.05 0.04 0.05 0.10 0.05 0.04 0.052733
SUM 1

Conclusion:
The above table gives us the weightage each alternative provides against each criteria.
When analysed and calculated, we find the values to be in decimals which when converted to
percentages, and when listed in descending order, it comes out as follows.
1. Apple IPhone – 55%
2. Samsung – 22%
3. Nokia – 9%
4. Vivo – 6%
5. Oppo – 5%
These are the values of the alternatives when judged based on only the mentioned criteria and the
results might differ if more criteria or different criteria are considered.
But, for these criteria, we can suggest that the mobile phone from Apple can be the most suited
alternative for the customer.

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