Behavior modeling of economic agents to improve the management of consumer behavior

The article describes the development and analysis of the agent-based model for management consumer behavior. This model can be used to study a company’s consumer and also as a training model. The agent-based model is a new trend in the modeling of socio-economic systems. The concept of a person, a company, a household as economic agents with their own properties and requirements is at the heart of these models. This model reflects the behavior of consumers’ group, who integrates into the population geographically. Consumers are able to interact due to geographic proximity and interpersonal communication. The research is devoted to the attitude of people to two beverages, which can be perfect substitutes for each other in the consumer’s mind. Forward and reverse transitions of consumer were modeled between the state of indifference to trademarks and the preferences of some beverages in the process of model development. Both marketing efforts of producers and interpersonal communication agents are the basis at the heart of these transitions. The result of modeling is the conclusion about the ineffectiveness of the marketing methods of competition in case when products are perfect substitutes for each other in the consumers’ mind, and the need to focus on alternative ways to attract the attention of consumers.