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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.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)In: Presented at the 12th Global Brand Conference - Academy of Marketing’s SIG in Brand, Identity and Corporate Reputation, Kalmar, Sweden, April 26-28, 2017, 2017Conference paper, Oral presentation only (Refereed)
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

Place, publisher, year, edition, pages
2017.
Keyword [en]
Methodology, Fuzzy Logic, Consumer Behavior
National Category
Business Administration
Research subject
Economy, Business administration; Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-68449OAI: oai:DiVA.org:lnu-68449DiVA: diva2:1152439
Conference
12th Global Brand Conference - Academy of Marketing’s SIG in Brand, Identity and Corporate Reputation, Kalmar, Sweden, April 26-28, 2017
Available from: 2017-10-24 Created: 2017-10-24 Last updated: 2017-10-26Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf