AGENT-BASED MODELING OF CONSUMER BEHAVIOR ON DAIRY MARKET

Abstract

The problems of divergent interests of food market participants lead to various transformations of consumer demand and actualize the need to research and determine various strategies for consumer behavior in the markets of socially significant food products. The paper presents the author’s approach to building an agent-based model of consumer behavior in the dairy market in terms of information asymmetry and limited rationality of agents. The results of the conducted computable experiments allowed us to demonstrate the strategies of consumer behavior with changes in such factors as food preferences, price level, frequency of purchase, the degree of adherence to the principles of healthy eating, brand loyalty, and the degree of susceptibility of advertising information. Purpose: develop agent-based model of behavior of the dairy consumers using the limited rationality of agents ‘ actions. Methodology: agent-based approach to market modeling and consumer behavior models. Results. The obtained results represent the theoretical basis for development of the theory of consumer behavior and simulation modeling. Practical implications. The results could be used to determine the tools of state regulation in the food market to reduce the level of asymmetry of information on consumer characteristics of food.

Keywords

• агент-ориентированное моделирование
• пищевые предпочтения
• выбор пищевого продукта
• имитационное моделирование
• теория рыночного спроса
• теория потребительского поведения