Multicriteria bottle design in the beverage industry using interval-valued intuitionistic fuzzy sets

The study focuses on bottle design selection since it affects the customer buying decision, so it is a tool to increase profit, market share, and performance of the organizations and may provide competitive advantage to the organizations. The study proposes a comprehensive approach for refillable and unrefillable bottle design evaluation and selection problem by evaluating a wide variety of criteria that may conflict with each other. To deal with uncertainty, vagueness and subjectivity in the human judgments, the problem is solved by using interval-valued intuitionistic fuzzy sets. The study applies interval-valued intuitionistic fuzzy sets to both refillable and unrefillable bottle design evaluation and selection problem. A real industrial case is presented to show the feasibility and applicability of the method and a sensitivity analysis is also conducted.