Abstract
The use of market simulation models becomes increasingly widespread as it helps improve enterprise planning and product delivery. In case of mass customization approach, which aims to simultaneously target scores of individual customers offering them product variations tailored specifically to fit their individual needs, understanding customer behavior under growing market stratification conditions is critical. This paper describes a market simulator in which individual customers are represented as software agents, behavior of which is based on a set of predefined rules describing their behavior under conditions of abundant choice. Parameters in those rules can be either fixed or follow some probabilistic distributions. Customers/agents operate in a market offering them a line of products, which have a set of customizable features, presumably addressing the needs of customer population. The paper describes in detail the decision process of an agent, market fragmentation design, and presents example results which can be used to determine desired variation offering of a product.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Borshchev, A., Filippov, A.: From System Dynamics and Discrete Event to Practical Agent Based Modeling: Reasons, Techniques, Tools (accessed January 29, 2006) (2006), http://www.xjtek.com
Cox, W.M., Alm, R.: The Right Stuff. America’s Move to Mass Customization, Fed. Res. Bank of Dallas (accessed May 29, 2007) (1998), http://www.dallasfed.org/fed/annual/1999p/ar98.pdf
Gilmore, J.H., Pine, J.B.: Authenticity. Harvard Business School Press, Boston (2007)
Iyengar, S., Jiang, W.: The Psychological Costs of Ever Increasing Choice: A Fallback to the Sure Bet (assessed May 29, 2005) (2005), http://www.columbia.edu/~ss957/
Keenen, P.T., Paich, M.: Modeling General Motors and the North American Automobile Market (accessed January 26, 2006) (2005), http://www.xjtek.com
Koren, Y.: Global Manufacturing Revolution: Product-Process-Business Integration and Reconfigurable Systems (unpublished textbook manuscript, 2007)
Louviere, J.L., Woodworth, G.: Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data. Journal of Marketing Research 20(4), 350–367 (1983)
Luce, D.: Individual Choice Behavior. Wiley, Chichester (1959)
Pine, J.: Mass Customization. Harvard Business School Press, Boston (1999)
Schwartz, B.: The Paradox of Choice. Why More is Less, Ecco (2004)
Tseng, M.M., Piller, F.T. (eds.): The Customer Centric Enterprise: Advances in Mass Customization and Personalization. Springer, Heidelberg (2003)
Wooldridge, M.: An Introduction to MultiAgent Systems. Wiley, Chichester (2005)
Author information
Authors and Affiliations
Editor information
Rights and permissions
Copyright information
© 2009 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Pasek, Z.J., Pawlewski, P., Trujillo, J. (2009). Modeling of Customer Behavior in a Mass-Customized Market. In: Corchado, J.M., RodrÃguez, S., Llinas, J., Molina, J.M. (eds) International Symposium on Distributed Computing and Artificial Intelligence 2008 (DCAI 2008). Advances in Soft Computing, vol 50. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-85863-8_64
Download citation
DOI: https://doi.org/10.1007/978-3-540-85863-8_64
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-85862-1
Online ISBN: 978-3-540-85863-8
eBook Packages: EngineeringEngineering (R0)