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

...

...
ed
Extremely Preferred
Very Strongly to Extremely
Preferred
Very Strongly Preferred
Strongly Preferred
Moderately Highly To Strongly
Preferred
Moderately Highly Preferred
Equally To Moderately Preferred
Equally Preferred
Mildly Lowly Preferred
Mildly Preferred
Mildly Preferred To Very Lowly
Preferred
Very Preferred
Lowly Preferred
Moderately Lowly Preferred To
Lowly Preferred
Moderately Lowly Preferred
Moderately To Equally Preferred

APPENDIX

B
Options

Criteria 1
Criteria 1
Criteria 1
Criteria 1
Criteria 1
Criteria 1
9
9
9
9
9
9
8
8
8
8
8
8
7
7
7
7
7
7
6
6
6
6
6
6
5
5
5
5
5
5
4
4
4
4
4
4
3
3
3
3
3
3
2
2
2
2
2
2
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
6
6
6
6
6
6
7
7
7
7
7
7
8
8
8
8
8
8
9
9
9
9
9
9
Criteria 2
Criteria 3
Criteria 4
Criteria 5
Criteria 6
Criteria 7

75

Extremely Preferred
Very Strongly to Extremely
Preferred
Very Strongly Preferred
Strongly Preferred
Moderately Highly To
Strongly Preferred
Moderately Highly
Preferred
Equally To Moderately
Preferred
Equally Preferred
Mildly Lowly Preferred
Mildly Preferred
Mildly Preferred To Very
Lowly Preferred
Very Preferred
Lowly Preferred
Moderately Lowly
Preferred To Lowly
Preferred
Lowly
Moderately
Preferred
Moderately To Equally
Preferred

SubCriteria
1.1
SubCriteria
1.1
SubCriteria
1.1
SubCriteria
2.1
SubCriteria
1.1
SubCriteria
3.1

Extremely Highly Preferred

A
Options

9
8
7
6
5
4
3
2
1
2
3
4
5
6
7
8
9

9
8
7
6
5
4
3
2
1
2
3
4
5
6
7
8
9

9
8
7
6
5
4
3
2
1
2
3
4
5
6
7
8
9

9
8
7
6
5
4
3
2
1
2
3
4
5
6
7
8
9

9
8
7
6
5
4
3
2
1
2
3
4
5
6
7
8
9

9
8
7
6
5
4
3
2
1
2
3
4
5
6
7
8
9

76

B
Options

SubCriteria
1.2
SubCriteria
1.3
SubCriteria
1.4
SubCriteria
2.2
SubCriteria
2.3
SubCriteria
3.2

SubCriteria
3.1
SubCriteria
4.1
SubCriteria
4.1
SubCriteria
4.1
SubCriteria
5.1
SubCriteria
5.1
SubCriteria
6.1
SubCriteria
6.1
SubCriteria
6.1

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

77

SubCriteria
3.3
SubCriteria
4.2
SubCriteria
4.3
SubCriteria
4.4
SubCriteria
5.2
SubCriteria
5.3
SubCriteria
6.2
SubCriteria
6.3
SubCriteria
6.4

S

K

L

0

0

2

1

5

4