| Consumer product choice is one important part of the consumer decision-making process, directly relating to the final purchase result. Consumers receive vast quantities of product information every day, including the nature of the product itself, extensive adverting as well as very different word of mouth. There is so much information available to consumers for screening. The diversity of product choices, as well as the consumers’individual demands urges the companies to further study the characteristics and choice patterns, making targeted marketing strategy to attract the attention of consumers and motivating consumers to choice the product.Based on the needs for such marketing practices, firstly this paper analyzed the consumer product choice behavior. From the aspects of information processing, consumer product choice has the characteristics of ambiguity and uncertainty. Because of the limited time, energy and limited, uncertain information, consumers cannot compare the products one by one. When comparing several similar products, consumers cannot figure out which one is better. From the view of information diffusion, consumer choice among products has the characteristic of sociality. Each individual consumer has its own unique social network and its individual choice behavior is influenced by the other consumers. With the rise of the Internet social network, internet word of mouth is also becoming more and more influencing.On account of the several characteristics of consumer product choice, this paper used the triangular fuzzy numbers to describe fuzzy semantic information in the consumer product choice process, and using TOPSIS method to choice the product. By building the rules of interaction between the individual consumers, ultimately this paper established consumer product choice interaction model based on triangular fuzzy numbers and TOPSIS method. On this basis, with the idea of social scientific computing and the help of multi-agent modeling technique, this paper built a virtual world consisting of a large number of consumers, which could simulate a dynamic emergence phenomenon and evolution laws on amounts of consumers product choice behavior. Through the adjustment and the set of the individual consumer state values and the other parameters, this research simulated different scenarios and compared them with the situation in the real world. Finally, experimental results were summarized and analyzed. Targeted strategies and recommendations for enterprises about product development and marketing were proposed.This paper used a combination of fuzzy theory, decision analysis and multi-agent modeling technology to study consumer product choice behavior, providing some theoretical basis and practical guidance for the enterprise product marketing plan. So that precise marketing tools would be provided to guide consumers to choice the products. |
