Research of consumer behavior in the market of pharmaceutical cosmetics using fuzzy modeling

Abstract

The results of a study of the behavior of consumers of pharmaceutical cosmetics, their clustering and evaluation of the customer satisfaction level with use of technologies and a mathematical apparatus of soft computations and fuzzy modeling using are presented. The original formalized typology of consumers of pharmaceutical cosmetics is developed, based on the interactive identification and classification of the consumer’s value preferences and contributes to the effective alignment of marketing communications in the process of both direct sales and Internet sales.