DYNAMICS ANALYSIS OF CONSUMER BEHAVIOR

The behavior of consumers are continuously affected by different factors and changed. Foods, especially the dairy products and ice cream are among the products that many consumers are dealing with them every day. In relation with these products, many dynamics can be observed in the behavior of consumers. Extracting factors affecting the behavior of ice cream consumers and assessing them using the statistical experts’ community, this study tries to investigate the importance of relationships between these factors using a survey. Offering these relationships in a form of cause and effect relationships, a dynamic model for the behavior of consumers was developed. Finally we used this dynamic model to evaluate the factors affecting the ice cream promotion methods and its effect on brands. The results showed that key characteristics of the product such as having standard, taste, brand reputation, quality, type of packaging, etc. and identify the characteristics that have the greatest impact on consumer behavior, are very effective to make decision and adopt strategies marketing.

behavior of consumer, dynamic systems, cause and effect relationship, marketing