AGENT BASED MODEL FOR CONSUMER MARKET: A CASE STUDY

Potencialni kupci predstavljajo v času današnje konkurence podjetjem ključni element izboljšanja tržnega položaja njihovega podjetja. Da podjetja prepričajo potencialne kupce, v ta namen stremijo k čim bolj učinkovitemu oglaševanju in pospeševanju prodaje. Pri tem jim je lahko za učinkovito trženje v pomoč analiza poslovnega procesa s pomočjo računalniške simulacije trga. Za večje podjetje s področja živilske industrije smo v diplomskem delu razvili agentni model, s katerim je mogoče napovedovati učinke oglaševanja in širjenja informacij o kakovosti izdelka med kupci. Razvit simulacijski model omogoča spreminjanje parametrov, ki vplivajo na pospeševanje prodaje, in s tem pripomore k odločitvi podjetja glede smotrnosti finančnega vlaganja v prodajne akcije. Tako naši rezultati nakazujejo na to, da če želimo doseči na primer 150 % prodajo, bi bila izmed danih treh možnosti (formalno oglaševanje, neformalno oglaševanje, kombinacija formalnega in neformalnega oglaševanja) najlažje izvedljiva naložba v večji obseg formalnega oglaševanja, kar pa predstavlja večji strošek za naše podjetje. V primeru neformalnega oglaševanja pa se lahko zanašamo pravzaprav samo na razvojnike v podjetju, da so pravilno zadeli okus kupcev in bodo le-ti z novim okusom zadovoljni, s tem pa se bo dober glas o izdelku hitreje širil.In today\u27s competition on the market, potential customers represent a key element for improving the company’s market position. To gain their trust, companies strive for a more efficient advertising and sales promotion. An analysis of the company’s business process using a computer market simulation can facilitate their marketing efforts. In this thesis, we have developed an agent-based model for a large company in the field of food industry, which can be used to predict the effects of marketing and information dissemination about the quality of a product among customers. Parameters effecting the sales promotion are defined and the simulation model, which enables parameter setting, is used to facilitate the company’s decision about the expedience of financing sales promotion. Tree options of advertising were identified in different simulation models: formal advertising, informal advertising and a combination of both. According to the results, formal advertising would be the most appropriate to achieve a 150% increase of sales. However, formal advertising represents a bigger cost for our company. In the case of informal advertising, we have to rely on the company’s developers to develop a taste, which the buyers will like, and spread the word about it to their friends