文章基本信息

标题：Consumer Behavior Modeling: Fuzzy Logic Model for Air Purifiers Choosing
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作者：OLEKSANDR DOROKHOV ; LIUDMYLA DOROKHOVA ; MILICA DELIBASIC 等
期刊名称：Montenegrin Journal of Economics
印刷版ISSN：1800-5845
电子版ISSN：1800-6698
出版年度：2017
卷号：13
期号：4
页码：61-77
出版社：Economic Laboratory for Transition Research Podgorica
摘要：At the beginning, the article briefly describes the features of themarketing complex household goods. Also provides an overview ofsome aspects of the market for indoor air purifiers. The specificsubject of the study was the process of consumer choice of householdappliances for cleaning air in living quarters. The aim of thestudy was to substantiate and develop a computer model for evaluatingby the potential buyers devices for air purification in conditionsof vagueness and ambiguity of their consumer preferences. Accordingly,the main consumer criteria are identified, substantiated anddescribed when buyers choose air purifiers. As methods of research,approaches based on fuzzy logic, fuzzy sets theory and fuzzy modelingwere chosen. It was hypothesized that the fuzzy-multiple modelallows rather accurately reflect consumer preferences and potentialconsumer choice in conditions of insufficient and undeterminedinformation. Further, a computer model for estimating the consumerqualities of air cleaners by customers is developed. A proposedapproach based on the application of fuzzy logic theory and practicalmodeling in the specialized computer software MATLAB. In thismodel, the necessary membership functions and their terms areconstructed, as well as a set of rules for fuzzy inference to makedecisions on the estimation of a specific air purifier. A numericalexample of a comparative evaluation of air cleaners presented onthe Ukrainian market is made and is given. Numerical simulationresults confirmed the applicability of the proposed approach and thecorrectness of the hypothesis advanced about the possibility ofmodeling consumer behavior using fuzzy logic. The analysis of theobtained results is carried out and the prospects of application,development, and improvement of the developed model and theproposed approach are determined.
关键词：consumer behavior;fuzzy modeling;air purifiers choosing;buyer preferences;household products.