Estimation of Consumer Buying Behavior for Brand Choosing by Using Fuzzy IF-THEN Rules

Consumer buying behavior is described by behavioral issues and some behavioral factors. It needs to consider consumer buying behavior in decision making that depends on consumer's attitudes, preferences and intentions. Analyzing of consumer behavior plays a main role in marketing. Current models of consumer behavior in decision making are not well appropriated to imprecise situation and uncertainty in real-life. For consumer buying behavior problems of casual modelling in marketing, the information is received by means of questionnaires. In this paper, we offer fuzzy logic based on 1- level hierarchical decision making model that contains main factors influence consumer buying behavior. In the given model input variables such as fashion conscious, conservatism and cultural experience impact to output variables hedonism and shopping experience. Decision making process are characterized by using fuzzy aggregation methods and fuzzy reasoning on the bases of acquired fuzzy "IF-THEN" rules. From obtained results we can say that hedonism and shopping experience is depend on how input variables influence them. Eventually, the numerical example is obtained for to show the reliability of the offered model.