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A proposal of new rating method applying extended fuzzy logic for the study of consumer behavior
Aichi Institute of technology, Japan. (Brand, Identity and Corporate Reputation Special Interest Group)
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF). (Brand, Identity and Corporate Reputation Special Interest Group)
2017 (Engelska)Ingår i: Presented at the 12th Global Brand Conference - Academy of Marketing’s SIG in Brand, Identity and Corporate Reputation, Kalmar, Sweden, April 26-28, 2017, 2017Konferensbidrag, Enbart muntlig presentation (Refereegranskat)
Abstract [en]

This paper proposes a new rating method for investigating Consumer Behavior, especially for the consumer survey about branded products. The new method, named “Fuzzy-set Concurrent rating method” (FCR-method), proposed by Oda(1993,1995), was developed by applying extended fuzzy logic.

  The FCR-method uses two mono-polar scales for one question. From the result of rating, special index value is derived and is expected to present the hidden psychological feelings of the subject, which is never measured by traditional rating method.

  By conducting the small test survey in Sweden, using the FCR-method, this study examines the usefulness of the integrated value I and the contradiction- irrelevance index C for analyzing the data obtained.

 The main purpose of this study is to know whether the FCR-method works as expected

Ort, förlag, år, upplaga, sidor
2017.
Nyckelord [en]
Methodology, Fuzzy Logic, Consumer Behavior
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Ekonomi, Företagsekonomi; Ekonomi, Marknadsföring
Identifikatorer
URN: urn:nbn:se:lnu:diva-68449OAI: oai:DiVA.org:lnu-68449DiVA, id: diva2:1152439
Konferens
12th Global Brand Conference - Academy of Marketing’s SIG in Brand, Identity and Corporate Reputation, Kalmar, Sweden, April 26-28, 2017
Tillgänglig från: 2017-10-24 Skapad: 2017-10-24 Senast uppdaterad: 2018-01-16Bibliografiskt granskad

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Billore, Soniya

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Totalt: 208 träffar
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