AGENT BASED MODELLING AS A TOOL FOR CONSUMER BEHAVIOUR RESEARCH

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Published:
Dec 17, 2015
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No. 14(63) (2015)
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Agata Wawrzyniak

DOI: https://doi.org/10.22630/PEFIM.2015.14.63.26
Keywords : consumer behavior, decision-making process, agent based modelling and simulation (ABMS), agent
Abstract
Contemporary marketing actions focus on searching for ways of delivering satisfying products and services to consumers as well as on methods of maintaining consumers interest in order to generate profit, enhance company competitiveness and secure a desired market share. Because consumer behaviour is a complex system there is a problem of discovering rules which govern consumer decision making. The researchers apply many methods of modeling consumer behaviour, which are among others: techniques based on fuzzy logic, neural networks, decision trees, genetic algorithms. However, the applied methods do not take many factors into consideration or are not precise enough. Hence, the proposition of applying multi-agent based simulation in consumer behaviour research. The aim of the paper was to introduce the possibility of application this method in marketing research. The paper presents the essence of agent based modeling and simulation (ABMS). In addition to these, there were described the multi-agent modelling procedure and the concept of agent-consumer and its main features. There are also presented some problems of proper modelling of agent behaviour in the context of author’s research concerning the application of multi-agent simulation in consumer behavior studies.

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How to Cite
Wawrzyniak, A. (2015). AGENT BASED MODELLING AS A TOOL FOR CONSUMER BEHAVIOUR RESEARCH. The Scientific Journal European Policies, Finance and Marketing, (14(63), 134–146. https://doi.org/10.22630/PEFIM.2015.14.63.26
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