Authors: Hua Bich Vy
Abstract: The Vietnamese real estate industry has experienced rapid growth over the past two decades, driven by urbanization, population growth, and rising income levels. However, the market has also become increasingly volatile and competitive, particularly under the influence of macroeconomic fluctuations, tightening credit policies, and changing customer behavior in the digital era. In this context, selecting an appropriate marketing strategy has emerged as a complex and critical decision for real estate developers and investors. Such decisions involve multiple qualitative and quantitative factors, all of which are often characterized by uncertainty and subjective judgment. To address this challenge, this study proposes a Fuzzy Analytic Hierarchy Process (FAHP) based decision making framework to support the systematic selection of marketing strategies in the Vietnamese real estate sector. The proposed model integrates fuzzy set theory with the traditional AHP method to effectively capture the vagueness and ambiguity inherent in expert evaluations. Empirical evaluation is conducted using expert judgments collected from experienced real estate developers, marketing managers, and academic specialists in Vietnam. The findings provide both theoretical contributions to the application of fuzzy multicriteria decision making (MCDM) in emerging markets and practical insights for real estate firms seeking to enhance marketing effectiveness under uncertainty.
DOI: https://doi.org/10.5281/zenodo.18031548
