Skip to main content
SpringerLink
Log in

Customer Characteristics in Digital Marketing Model

  • Conference paper
  • First Online:
15th International Conference on Applications of Fuzzy Systems, Soft Computing and Artificial Intelligence Tools – ICAFS-2022 (ICAFS 2022)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 610))

  • 340 Accesses

Abstract

Growth in e-commerce marketing and customers’ interest toward online shopping have changed the traditional way of ‘try and buy’ to online ordering of products. As a result, most of the brick and mortar companies and startups tend to strengthen their digital marketing strategies by creating e-commerce sites that appeal to customers. Online seller companies can understand their customers’ needs, wants, and preferences by analyzing the customer characteristics that influence their purchase decisions. In this research, personal characteristics that affect the consumer buying decision in online shopping are identified, weighted and analyzed using triangular fuzzy numbers and fuzzy AHP method. Investigated criteria are provided as customer’s age, occupation, economic situation, lifestyle, and personality and self-concept. Furthermore, based on the research it is identified that personal characteristics of customers have a significant impact in online retailing.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Teo, T.S., Yeong, Y.D.: Assessing the consumer decision process in the digital marketplace. Omega 31(5), 349–363 (2003)

    Article  Google Scholar 

  2. Piñeiro-Otero, T., Martínez-Rolán, X.: Understanding digital marketing—basics and actions. In: Machado, C., Davim, J. (eds.) MBA. Management and Industrial Engineering, pp. 37–74. Springer, Cham (2016). https://doi.org/10.1007/978-3-319-28281-7_2

  3. Kotler, P., Armstrong, G., Opresnik, O.M.: Harlow: Principles of Marketing. England, Pearson (2018)

    Google Scholar 

  4. Kanchan, U., Kumar, N., Gupta, A.: A study of online purchase behaviour of customers in India. ICTACT J. Manag. Stud. 1(3), 136–142 (2015). https://doi.org/10.21917/ijms.2015.0019

    Article  Google Scholar 

  5. Aliev, R.A., Alizadeh, A., Aliyev, R.R., Huseynov, O.H.: Arithmetic of Z-Numbers, the: Theory and Applications. World Scientific (2015)

    Google Scholar 

  6. Zadeh, L.A., Aliev, R.A.: Fuzzy Logic Theory and Applications: Part I and Part II - Singapore: World Sci., 692 p. (2018, 2019)

    Google Scholar 

  7. Aliev, R.A., Aliev, R.R.: Soft Computing and Its Application. World Scientific (2001)

    Google Scholar 

  8. Dalalah, D., Hayajneh, M., Batieha, F.: A fuzzy multi-criteria decision making model for supplier selection. Expert Syst. Appl. 38(7), 8384–8391 (2011). https://doi.org/10.1016/j.eswa.2011.01.031

    Article  Google Scholar 

  9. Gajjar, N.B.: Factors affecting consumer behavior. Int. J. Res. Hum. Soc. Sci. 1(2), 10–15 (2013)

    Google Scholar 

  10. Li, N., Zhang, P.: Consumer online shopping attitudes and behavior: an assessment of research. In: AMCIS 2002 Proceedings, vol. 74 (2002). https://aisel.aisnet.org/amcis2002/74

  11. Lohse, G.L., Bellman, S., Johnson, E.J.: Consumer buying behavior on the Internet: findings from panel data. J. Interact. Mark. 14(1), 15–29 (2000). https://doi.org/10.1002/(SICI)1520-6653(200024)14:1%3c15::AID-DIR2%3e3.0.CO;2-C

    Article  Google Scholar 

  12. Mehdiyev, N.: Application of fuzzy AHP-TOPSIS method for software package selection. In: Aliev, R.A., Kacprzyk, J., Pedrycz, W., Jamshidi, M., Babanli, M.B., Sadikoglu, F.M. (eds.) ICSCCW 2019. AISC, vol. 1095, pp. 827–834. Springer, Cham (2020). https://doi.org/10.1007/978-3-030-35249-3_109

  13. Dovlatova, K.J.: Estimation of benchmarking influence in buyer’s decision-making process by using fuzzy AHP. In: Aliev, R.A., Kacprzyk, J., Pedrycz, W., Jamshidi, M., Babanli, M., Sadikoglu, F.M. (eds.) ICSCCW 2021. LNNS, vol. 362, pp. 173–182. Springer, Cham (2022). https://doi.org/10.1007/978-3-030-92127-9_26

  14. Praščević, N., Praščević, Ž.: Application of fuzzy AHP method based on eigenvalues for decision making in construction industry. Tehnički vjesnik/Techn. Gaz. 23(1), 57–64 (2016). https://doi.org/10.17559/TV-20140212113942

  15. Aliev, R.A., Gardashova, L.A.: Z-set based approach to control system design. In: Aliev, R.A., Kacprzyk, J., Pedrycz, W., Jamshidi, M., Babanli, M., Sadikoglu, F.M. (eds.) ICAFS 2020. AISC, vol. 1306, pp. 10–21. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-64058-3_2

  16. Aliyeva, K.R.: Demand forecasting for manufacturing under Z information. Procedia Comput. Sci. 120, 509–514 (2017). https://doi.org/10.1016/j.procs.2017.11.272

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Azerbaijan State Oil and Industry University, 34 Azadlyg Avenue, Baku, Azerbaijan

    Gunay E. Imanova & Gunel Imanova

  2. Azerbaijan State University of Economics, Istiglaliyyat Street 6, AZ1001, Baku, Azerbaijan

    Gunel Imanova

Authors
  1. Gunay E. Imanova
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Gunel Imanova
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Gunay E. Imanova .

Editor information

Editors and Affiliations

  1. Azerbaijan State Oil and Industry University, Baku, Azerbaijan

    R. A. Aliev

  2. System Research Institute, Polish Academy of Sciences, Warsaw, Poland

    J. Kacprzyk

  3. Department of Electrical and Computer Engineering, University of Alberta, Edmonton, AB, Canada

    W. Pedrycz

  4. Department of Electrical and Computer Engineering, The University of Texas at San Antonio, San Antonio, TX, USA

    Mo. Jamshidi

  5. Azerbaijan State Oil and Industry University, Baku, Azerbaijan

    M. B. Babanli

  6. Department of Mechatronics, Near East University, Nicosia, Türkiye

    F. Sadikoglu

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Imanova, G.E., Imanova, G. (2023). Customer Characteristics in Digital Marketing Model. In: Aliev, R.A., Kacprzyk, J., Pedrycz, W., Jamshidi, M., Babanli, M.B., Sadikoglu, F. (eds) 15th International Conference on Applications of Fuzzy Systems, Soft Computing and Artificial Intelligence Tools – ICAFS-2022. ICAFS 2022. Lecture Notes in Networks and Systems, vol 610. Springer, Cham. https://doi.org/10.1007/978-3-031-25252-5_25

Download citation

Publish with us

Policies and ethics

Search

Navigation