Selection of Product Promotion Advertising Agencies using Fuzzy Linguistic Expert Soft Matrix

Group Decision making is a multistage process involving several interdependent entities and aggregate opinion of experts. This research work discusses the decision model based on Fuzzy soft expert matrices with linguistic representations. The proposed extended approach is applied in determining optimum solutions to the problem of selection of product promotion advertising agencies. The linguistic representations are more accommodative as they facilitate in capturing the realistic expressions of the experts. A case study is presented to demonstrate the efficacy of the proposed approach. The sensitivity analysis is performed to exhibit the efficacy and efficiency of the proposed approach over the existing multi-criteria decision-making methods. The background and cognition of the experts influence the resultant scores and these are identified as the limitations of the novel approach developed in this paper.