Extraction of rules related to marketing mix on customers’ buying behavior using Rough set theory and fuzzy 2-tuple approach

Abstract

ABSTRACT Marketing mix elements are sets of controllable marketing variables that an organization combines to achieve marketing goals in the target market and meet customer needs. These are the most essential criteria to increase sales and profits. The purpose of this study is to explore how these factors influence customers’ purchasing behavior at chain stores in Tehran. Based on this, Five of Tehran’s best-selling chain stores are chosen, and 125 samples are gathered from each. To collect information, the 2-tuple fuzzy approach is used to avoid losing the linguistic information obtained from customers. The Rough Theory Set and decision tree algorithm are used to analyze the data and extract the rules Five rules guiding customer behavior are identified as essential aspects influencing buying behavior in shopping based on the data analyzed by Rosetta software. A comparison is made between the extracted rules using the proposed Rough Set Theory and the tree diagram of the data acquired by RapidMiner software to assess the result.