Smartphones have become an inevitable part of every facet of modern society. The selection of a particular smartphone brand from multiple options that are available is a complex and dynamic decision-making problem, involving multiple conflicting criteria that are associated with imprecise asymmetric information imposed by the uncertainty of the consumers. In this paper, we propose a novel hybrid full consistency method (FUCOM) and a combinative distance based assessment (CODAS) based on the multi-criteria group decision-making (MAGDM) framework in the Fermatean fuzzy (FF) domain for smartphone brand selection. We derive the criteria using the UTAUT2 (unified theory of acceptance and ese of technology) model. A group of 15 decision makers (DMs) participated in our study. We compare 14 leading smartphone brands in India and find that the brands having superior features of a good quality and selling a brand image at a affordable price outperform other smartphones. To check the validity of our framework, we compare the results using extant multi-criteria decision-making (MCDM) models. We observe our model provides a consistent solution. Furthermore, we carry out a sensitivity analysis for ascertaining the robustness and stability of the results generated by our model. The results of the sensitivity analysis show that our proposed framework delivers a stable and robust solution.
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