Fuzzy Logic Based Modelling of Decision Buying Process

  • Gunay SadikogluEmail author
  • Tulen Saner
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 896)


Understanding of buyer behaviour plays a significant role in marketing. Modelling of buyer behaviour provides an ability to segment the market effectively and develop marketing-mix usefully. Existing models of buyer decision-making are not well suited to uncertain, imprecise real-life situation and there is a need to develop a new conceptual and quantitative model.

In this paper, we suggest fuzzy logic based on 2-level hierarchical decision-making model which includes main factors affecting consumer buying behaviour such as environmental, situational, psychological, social and other that are inherently uncertain and imprecise.

In the first level of the model impact of shopping environment and time pressure on psychological variables such as shopping motivation and emotion of consumers are considered. In the second level, the relationship between shopping motivation and emotion of consumers’ buying intensity is established. Decision processes are performed by using fuzzy aggregation methods and fuzzy reasoning on the bases of obtained fuzzy “If-Then” rules.

Finally, the numerical example is provided in order to demonstrate the validity of the proposed model.


Decision-making Hierarchical model Emotion Shopping motivation Consumer buying intensity Horizontal membership function 


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© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Faculty of Business AdministrationNear East UniversityNicosia, Mersin 10Turkey
  2. 2.School of Tourism and Hotel ManagementNear East UniversityNicosia, Mersin 10Turkey

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