Fuzzy Logic Based Modelling of Decision Buying Process

摘要

Understanding of buyer behaviour plays a significant role in marketing. Modelling of buyer behaviour provides an ability to segment the market effectively and develop marketing-mix usefully. Existing models of buyer decision-making are not well suited to uncertain, imprecise real-life situation and there is a need to develop a new conceptual and quantitative model. In this paper, we suggest fuzzy logic based on 2-level hierarchical decisionmaking model which includes main factors affecting consumer buying behaviour such as environmental, situational, psychological, social and other that are inherently uncertain and imprecise. In the first level of the model impact of shopping environment and time pressure on psychological variables such as shopping motivation and emotion of consumers are considered. In the second level, the relationship between shopping motivation and emotion of consumers' buying intensity is established. Decision processes are performed by using fuzzy aggregation methods and fuzzy reasoning on the bases of obtained fuzzy "If-Then" rules. Finally, the numerical example is provided in order to demonstrate the validity of the proposed model.