Spatial fuzzy consumer's behavior : a multidimensional analysis

Abstract

This paper is devoted to a multidimensional analysis of the consumer's behavior when the decisionmaker is acting in a fuzzy space and pointing out an imprecise attitude. At first, the process of decisionmaking is described with the help of three relationships between the set of goods which are supplied in several points, the set of their characteristics and the set of consumer's a priori possible behaviors. All these relations are fuzzy. The model applies the theory of fuzzy relations equations. Then, the stages of the decision process are analyzed. Often fuzzy comportemental relations are like "black boxes". The mathematical solution of the model indicates in which conditions their valuations are possible. The main interest of this method is to do without additive operations on subjective items and to use operators which are coherent with the fuzzy nature of the variables.