Using Fuzzy Logic to Analyze Marketing Data: The Impact of Socio-psychological Variables on the National Identity of Jordanians

Abstract

Recently, fuzzy logic mathematics has started to change the perspectives in many management and marketing areas. Analyzing business data using the fuzzy logic approach can help marketers and managers to probe new insights in their data. The fuzzy approach provides not only intelligence but also allows such knowledge to be effectively captured in an enterprise-wide data warehouse. In addition, it helps managers to develop a group decision making model using fuzzy logic to establish customer preferences. This study applies fuzzy logic methodology to examine the influence of socio-psychological variables namely dogmatism, conservatism and world-mindedness on Jordanian consumers’ national identity (NATID) levels. The concept of NATID is valuable for international marketers as consumers all over the world are exposed to a wider range of foreign products in their home countries. In the current study MATLAB® ANFIS has been used to model the relationship between three inputs dogmatism, conservatism, and world-mindedness and one output (NATID). To examine the ability of fuzzy logic model to predict Jordanians’ NATID based on socio-psychological variables Data was collected from a total number of 183 Jordanians who live in Amman city during the winter and spring of 2010. Results indicate that fuzzy logic model can predict correctly consumers' NATID based on their dogmatism, conservatism and world-mindedness feelings. Finally, the study provides insights for local and international marketers to conduct their marketing activities more effectively. The study also proposes several suggestions for conducting further research.