Agent-based simulation of consumer purchase behaviour based on quality, price and promotion

ABSTRACT

This paper studies the influence factors in consumer purchase behaviour. First, through reading and analysing the related paper, the authors summarise a lot of influence factors. Second, combined with the theme of the study, experts and scholars discuss these influence factors and choose quality, price and promotion of commodity as the object of this paper. Third, this paper presents an agent-based model and simulation method on the consumer purchase behaviours based on quality, price and promotion of commodity. The utility function is used to describe the model, which is implemented under NetLogo simulation environment. The results show that the proposed model can analyse and predict the effects of different quality, price and promotion strategies by the emergence of consumer purchase behaviour.

KEYWORDS:

• Consumer purchase behaviour
• agent-based simulation
• utility function

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Heilongjiang Postdoctoral [No. LBH-Z15115] and by the Harbin University of Commerce [No. 18XN019].