Paper Details

Artificial Neural Networks (ANNs), a computational model inspired by the architecture of the human brain, exhibitcertain features such as the ability to learn complex patterns of information and generalize the learned information. They areused for a number of data analysis tasks such as prediction, classification and clustering. They can operate even with partialand noisy information. In this paper, an application of ANN for predicting consumer behaviour has been discussed. It helpsmarketers to understand how consumers behave from alternatives (like products, brands and the like) and how consumersare influenced by their environment (reference groups, their family, salespersons and so on). Consumers’ buying behavior isinfluenced by their cultural, social, personal and psychological factors. Most of them are uncontrollable and beyond thehands of marketers, but they have to be considered while trying to understand the complex behaviour of consumers. Thispaper is focused to understand the behaviour of consumers towards the purchase of two-wheelers by using an artificialneural network.

Abhishek Dixit, Dr. Rachna Verma, Dr. Arvind Kumar Verma, “Predicting Consumer Behaviour Using Artificial Neural Network”, International Journal of Advance Engineering and Research Development (IJAERD), Vol. 3, Issue 3, pp. 468-475, March 2016.