Multi-agent market modeling based on analysis of consumer lifestyles

This paper describes the multi-agent modeling of a service market which consists of a service provider and various types of consumers. The difficulty in determining, and thus reacting to, the needs of markets, lies in the fact that consumers have diverse value concepts, which can differ through interaction with others. This study conducts a questionnaire on consumer lifestyles, and constructs models for the several types of consumers, based on the survey results. It also clarifies characteristics of a service market. The multi-agent simulations of this service market are executed to verify the validity of the proposed model