Asia Mathematika

An International Journal. ISSN: 2457-0834 (online)

Volume 2, Issue 3, December 2018, Pages: 14-18

Ranking of the factors influencing consumer behaviour using Fuzzy Cognitive Maps

Nivetha Martin

Department of Mathematics, Arul Anandar College, Karumathur, India


Consumers play a vital role in the life cycle of the products, as production process, product design is highly consumer centric. The consumer’s intention of buying the product is predominantly influenced by several intrinsic and extrinsic factors. Consumer behaviour lays the basic principle of formulating manufacturing and marketing strategies. This research work considers the general factors stimulating the consumer behaviour from the literature and it chiefly aims in ranking the factors, which is an inventive effort taken by the author. To make the analysis more systematic and interpretations much precise, the concept of fuzzy cognitive maps (FCM) is used. The results obtained will duly benefit the managerial delegates of the production sector to devise suitable tactics for product promotion and profit enhancement. This paper has great scope as the concept of FCM can be extended in various dimensions and applied to make decision with regard to the proposed problem.


Consumer behaviour, FCM, ranking, factor.



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6. W. Lilly Merline, D. Aleeswari,Nivetha Martin,An Analysis of Traditional Catastrophe in Tamil Nadu Using NEDIFVAM, Middle East Journal of Scientific Research,(2017), 25 (2), 358-361.

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