Ranking determinants affecting to brand positioning strategy by a neutrosophic analytical hierarchy process methodology

MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION PROJECT MAJOR: INDUSTRIAL MANAGEMENT RANKING DETERMINANTS AFFECTING TO BRAND POSITIONING STRATEGY BY A NEUTROSOPHIC ANALYTICAL HIERARCHY PROCESS METHODOLOGY INSTRUCTOR: NGUYEN PHAN ANH HUY, Dr TRAN NGOC BAO YEN STUDENT: SKL011681 Ho Chi Minh City, October 2023 HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING THESIS RANKING DETERMINANTS AFFECTING TO BRAND POSITIONING STRATEGY BY A NEUTROSOPHIC ANALYTICAL HIERARCHY PROCESS METHODOLOGY TRAN NGOC BAO YEN Student ID: 19124042 Major: INDUSTRIAL MANAGEMENT Advisor: NGUYEN PHAN ANH HUY, Dr HO CHI MINH CITY, 2023 COMMENTS OF ADVISOR HCMC, 10/SEPTEMBER/2023 Advisor i COMMENTS OF REVIEWER HCMC, 10/SEPTEMBER/2023 Reviewer ii ACKNOWLEDGEMENTS I would like to express my heartfelt gratitude to my supervisor, Dr Nguyen Phan Anh Huy, for his invaluable guidance, mentorship, and unwavering support throughout the completion of this research on “Ranking Determinants Affecting Brand Positioning Strategy by a Neutrosophic Analytical Hierarchy Process Methodology.” Dr Nguyen Phan Anh Huy's expertise and insightful feedback have been instrumental in shaping the direction of this study and have significantly enhanced the quality of the research I am also thankful to the members of my research committee, whose constructive criticism and valuable suggestions have further enriched the analysis and outcomes of this study I would like to extend my appreciation to all the participants and respondents who generously contributed their time and insights to participate in surveys and interviews, providing vital data for this research Lastly, I am deeply grateful to my family and friends for their continuous support, encouragement, and belief in me Their love and understanding have been a constant source of motivation This research would not have been possible without the unwavering support and collaborative efforts of Dr Nguyen Phan Anh Huy, the research committee, the participants, and my loved ones Thank you for being an integral part of this academic endeavor HCMC, 10/SEPTEMBER/2023 Student name TRAN NGOC BAO YEN iii LIST OF ABBREVIATION ABBREVIATION EXPLANATION AHP Analytic Hierarchy Process MCDM Multiple criteria decision-making NS Neutrosophic set NSs Neutrosophic sets SVN Single Value Neutrosophic iv LIST FIGURE Figure 1 Logo from 1991 – Now .7 Figure The Heineken 0.0 Figure Tiger Platinum 10 Figure Scheme of a generic free representing an Analytical Hierarchy Process 20 Figure The level of the proposed methodology 24 Figure Weight Percentages of the Neutrosophic Scale Based on Judgement of the Criteria 66 Figure Weight Percentages of the Neutrosophic Scale Based the Sub-Criteria 69 v LIST TABLES Table 1 HEINEKEN DEVELOPMENT JOURNEY Table The summary of the Main Criteria for Brand Positioning 29 Table The summary of the Sub-Criteria for Brand Positioning 31 Table 3 Linguistic variables 36 Table Pairwise Comparison Matrix from E1 to E7 44 Table Pairwise comparison matrix for main criteria by Single-valued neutrosophic values 44 Table The normalized values of the pairwise comparison matrix for main criteria 45 Table 4 SVN importance weights for main criteria 46 Table Pairwise comparison matrix for sub- criterion of C1 48 Table Pairwise comparison matrix for main criteria of sub- criterion 49 Table The normalized values of the pairwise comparison matrix for main criteria 49 Table SVN importance weights for sub-criteria of C1 50 Table Pairwise comparison matrix for sub- criterion of C2 51 Table Pairwise comparison matrix for main criteria of sub- criterion of C2 51 Table 10 The normalized values of the pairwise comparison matrix for main criteria 51 Table 11 SVN importance weights for sub-criteria of C2 52 Table 12 Pairwise comparison matrix for sub- criterion of C3 53 Table 13 Pairwise comparison matrix for main criteria of sub- criterion of C3 53 Table 14 The normalized values of the pairwise comparison matrix for main criteria 53 Table 15 SVN importance weights for sub-criteria of C3 54 Table 16 Pairwise comparison matrix for sub- criterion of C4 56 Table 17 Pairwise comparison matrix for main criteria of sub- criterion of C4 57 vi Table 18 The normalized values of the pairwise comparison matrix for main criteria 57 Table 19 SVN importance weights for sub-criteria of C4 57 Table 20 Pairwise comparison matrix for sub- criterion of C5 59 Table 21 Pairwise comparison matrix for main criteria of sub- criterion of C5 59 Table 22 The normalized values of the pairwise comparison matrix for main criteria 60 Table 23 SVN importance weights for sub-criteria of C5 60 Table 24 Pairwise comparison matrix for sub- criterion of C6 62 Table 25 Pairwise comparison matrix for main criteria of sub- criterion of C6 62 Table 26 The normalized values of the pairwise comparison matrix for main criteria 63 Table 27 SVN importance weights for sub-criteria of C6 63 Table 28 The Overall Priority of the Criteria and the Sub Criteria 64 Table 29 Ranking of Brand 65 Table 30 The Overall Score of sub criteria 68 vii TABLE OF CONTENTS LIST FIGURE v LIST TABLES vi CHAPTER 1: INTRODUCTION TO HEINEKEN 1.1 Introduction to Heineken Vietnam 1.2 History of formation and development 1.3 Product Packaging and Logo 1.3.1 Product quality Heineken 1.3.2 Packaging products 1.3.3 Products of Heineken 1.3.4 Slogan 10 CHAPTER 2: LITERATURE REVIEW 11 2.1 Brand positioning 11 2.2 Modelling the opportunity for positioning 13 2.3 Proposed research model 15 2.3.1 Neutrosophic set theory 15 2.3.2 Analytic Hierarchy Process 18 2.4 Relevant research overview 20 CHAPTER 3: METHODOLOGY 24 3.1 Research process 24 3.2 Building Criteria and Sub-Criteria 25 3.2.1 Criteria data 25 3.2 Team of expert 33 viii