Free Access
| Issue |
E.J.E.S.S.
Volume 14, Number 1, 2000
Neural Models in Economy and Management Science
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|---|---|---|
| Page(s) | 37 - 52 | |
| DOI | https://doi.org/10.1051/ejess:2000107 | |
DOI: 10.1051/ejess:2000107
European Journal of Economic and Social Systems 14 N
1 (2000) 37-52
Cellular automata and consumer behaviour
Jean-François Rouhaud
I.U.T. Département G.E.A., University of Poitiers, 8, rue des Carmes,
86012 Poitiers Cedex, France.
E-mail: jfr@ricky.univ-poitiers.fr
Abstract:
The concept of cellular automata originates in research by J. Von
Neumann about forty years ago. Nevertheless, marketing applications remain scarce. That's why this paper analyses, with the help of a simulation model, how the use of cellular automata can visualize interactions between consumers and forecast the evolution of markets. The CAMAC model is characterized by an economic space as a bidimensional torus and consumers as multi-state probabilistic cellular automata able to go through as many different states as there are different competing products on the market. Various consumer behaviours are studied: nonconformism, following opinion leaders, sensitiveness to other individuals, brand loyalty, variety search, individual geographic and relational mobility, family size and internal purchase decision processes. Other socio-economic parameters such as the market size, the inter-individual distance, the number of competing products or the kind of goods are introduced. This model is tested and at last its limitations and its interest are pondered.
Neumann about forty years ago. Nevertheless, marketing applications remain scarce. That's why this paper analyses, with the help of a simulation model, how the use of cellular automata can visualize interactions between consumers and forecast the evolution of markets. The CAMAC model is characterized by an economic space as a bidimensional torus and consumers as multi-state probabilistic cellular automata able to go through as many different states as there are different competing products on the market. Various consumer behaviours are studied: nonconformism, following opinion leaders, sensitiveness to other individuals, brand loyalty, variety search, individual geographic and relational mobility, family size and internal purchase decision processes. Other socio-economic parameters such as the market size, the inter-individual distance, the number of competing products or the kind of goods are introduced. This model is tested and at last its limitations and its interest are pondered.
Keywords: Cellular automata, consumer behaviour, marketing, modeling, simulation
Copyright EDP Sciences 2000