THE ROLE OF PERCEPTION IN CONSUMER BEHAVIOR USING FUZZY LOGIC MARKETING MODEL

Due to emergence of E-Commerce in our country the way business is done is completely changed. It is anticipated that the E-Commerce Market in our country will grow to a total of 200 billion US dollars by 2026. And the main reasons behind this growth are the increased use of Internet and smart phones. The customer purchasing behaviour is significantly influenced by the attitude of the customer of the company and its product or service. Businesses also spend too much money in selling themselves, fine tunning their customer services and doing whatever else they can do to positively affect the target customers' views. With the aid of detailed preparation and implementation of those plans, consumer attitudes can be affected to result in optimistic, profitable consumer behaviours. Consumers are always exposed to continuous hammering of various marketing messages which lead to consumer tuning. In order to make the consumers to buy the product companies must expose their products and services to customers along with features to make the product unique in the market. Major Marketing purpose is to figure out the customers' needs and seek to fulfill them through the goods and services. Marketing is therefore considered an art as well as a science. An option might be to combine soft computing with art and science, or to compute with words. This chapter is intended to use principles such as Fuzzy logic and computing linguistic variables. This set of fuzzy methods can be used to influence consumer perceptions and to promote profitable consumer behaviors.