The subject, consumer behavior is one of the most important in marketing research and the actual market. In particular, research on consumer behavior is important to understand the effects of advertising, sales behavior, sales strategy and advertising. Research on consumer behavior has been developed by several well-known models that can describe the relationship between a manufacturer and a customer. However, it is very difficult to understand consumers' reaction to decision-making methods and processes. Models include traditional consumer behavior models, modem consumer behavior models and information process-based models.
In this paper, a model for learning and understanding consumer behavior adaptively will be introduced. This model can be designed in terms of artificial intelligence such as fuzzy logic, neural networks and evolutionary computation.
Four models will be introduced in this paper. The first will be a neural network model that learns the relationship between consumer motivation, attitude, learning and knowledge of consumer and purchase decision. The second is an ART(adaptive resonance theory) model modified from neural network. It will produce the consideration candidates according to the eight important variables automatically in consumer behavior decision problem. The third is a fuzzy logic model that can infer final decisions based on fuzzy rule-base having the relations between elements and memberships. The last is a designed model for consumer behavior relation using a designed model for brain operation in order to show how the complex and mixtures of relations in consumer behavior can be implemented in a computational method.
Verification for each model is provided by the computational result except for the fourth model. The fourth model is a design guidelines model. Others show appropriate results through adaptive creation and reasoning processes.
Finally, this paper introduces several models related to consumer behavior, but it is not a complete model. The more researchers use it, the more information they contain.