Modeling of Consumer Buying Behaviour Using Z-Number Concept

摘要

Consumer behaviour has always been of a great interest in marketing research. The consumer buying behaviour has become an integral part of strategic market planning and includes mental, emotional and physical activities. The consumer behaviour and decision-making process are usually subject to uncertainties related to influences of socio-cultural, psychological and personal factors. In this paper, the Z-number concept is applied for handling uncertainties in analysing the consumer buying behaviour.