Integration between Mathematical Programming and Fuzzy Logic to Optimize Consumers Behavior

The concept of utility is used as a decision tool for consumers to choose a commodity. Analyzing consumer behavior is complicated due to the qualitative nature of the utility. Hence, this paper investigates a quantitative method to evaluate the utility of consumers. The methodology is based on lingu...

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Bibliographic Details
Published in:International journal of information systems in the service sector Vol. 6; no. 3; pp. 80 - 95
Main Authors: Fazlollahtabar, Hamed, Tehranchian, Amir Mansoor
Format: Journal Article
Language:English
Published: Hershey IGI Global 01.07.2014
Subjects:
Consumers
Decision analysis
Fuzzy logic
Information systems
Linguistics
Mathematical analysis
Mathematical programming
Methodology
Nonlinear programming
Parameter identification
Qualitative analysis
Quantitative analysis
Statistical analysis
Utilities
ISSN:1935-5688, 1935-5696
Online Access:Get full text
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Summary:The concept of utility is used as a decision tool for consumers to choose a commodity. Analyzing consumer behavior is complicated due to the qualitative nature of the utility. Hence, this paper investigates a quantitative method to evaluate the utility of consumers. The methodology is based on linguistic expressions of fuzzy logic. Initially, the authors identify different parameters being effective on utility of a consumer. Then, using fuzzy linguistic expressions the quantitative value of utility are determined. Also some statistical analyses are set to investigate the effective parameters on the utility. Consequently, the optimization is done applying mathematical nonlinear programming. Some analysis is performed as sensitivity study. A case study is conducted to verify the applicability and effectiveness of the proposed methodology.
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ISSN:1935-5688
1935-5696
DOI:10.4018/ijisss.2014070105