A fuzzy-based expert system to analyse purchase behaviour under uncertain environment

This study develops a Mamdani based Fuzzy inference model to explore the behaviour of customers during purchase of an E-commerce product under an uncertain environment. For the purpose of illustration, product laptop has been considered. The data for this study is primarily collected through questionnaire that involved around 464 participants who are habituated to such online purchase, thus, improving the authenticity of the study. Six such independent input variables like Brand name, Processor speed, RAM capacity, internal storage, Screen size and Graphics are considered in the study. The study proposes Mamdani based Fuzzy inference model that has six inputs and one output. Each input variable is measured on a scale expressed in linguistic terms. For the model, set of all possible rules are generated in the form of antecedent and consequences principle. The proposed model establishes a basis for understanding the influence of various input parameters on the purchase behaviour.