Using Fuzzy Logic to Analyze Marketing Data: The Impact of Socio-psychological Variables on the National Identity of Jordanians

Abstract

The fuzzy logic mathematics has started to change the perspectives in a number of management and marketing areas. This study applies fuzzy logic methodology to examine the influence of socio-psychological variables namely dogmatism, conservatism and world-mindedness on Jordanian consumers' national identity (NATID) levels. The concept of the NATID is valuable for international marketers as consumers all over the world are exposed to a wider range of foreign products in their home countries. In the current study, the MATLAB® ANFIS has been used to model the relationship between three inputs (dogmatism, conservatism, and world-mindedness) and one output (NATID). To examine the ability of fuzzy logic model to predict Jordanians' NATID based on socio-psychological variables, the data was collected from a total number of 183 Jordanians who live in Amman City during the winter and spring of 2010. The results indicate that the fuzzy logic model can predict correctly consumers' NATID based on their dogmatism, conservatism and world-mindedness feelings. Finally, the study provides insights for local and international marketing managers to conduct their marketing activities more effectively.

Keywords:

• Fuzzy logic
• business intelligence
• national identity
• dogmatism
• conservatism
• world-mindedness

Additional information

Notes on contributors

Saeb Farhan Al Ganideh

Saeb Farhan Al Ganideh is an Associate Professor and Chair of the Department of Marketing at the Al Zaytoonah University in Amman, Jordan. He obtained his M.Sc. and Ph.D. in marketing from the University of Huddersfield in the U.K. He has published and presented widely in both Jordan and in North America. His primary research focus is ‘country of origin effect’ and ‘consumer animosity’ and the application of fuzzy logic and hysteresis in business.

Mohammad Aljanaideh

Mohammad F. Aljanaideh is a Post-doctoral Researcher at the Department of Aerospace Engineering, University of Michigan, U.S.A. He obtained his M.Sc. and Ph.D. in Mechanical Engineering from Concordia University, Montreal, Canada. He has published in a number of reputed international journals and presented his work in the US as well as in various other countries of the world. His research interests include hysteresis and fuzzy logic applications in engineering and business.