On structuring of the space of needs in the framework of fuzzy sets theory

Abstract

The article is focused on consumer's needs modeling. Authors develop and describe a theoretical model based on Maslow's needs hierarchy. Presented approach allows to compare consumers, represented by vectors of needs. Consumers' preferences are described in the framework of fuzzy sets theory. Authors apply a measure of consumers' dissimilarity. We suggest how large groups of individuals can be compared and how such space can be structured. The goal of this paper is to present our current research directions, with special interest paid to issues, which emerge, while we were discussing the concept of similarity relation between consumers. Formal description utilizes standard and well-known mathematical operators. The greatest attention is paid to our model application. The originality of our idea is in the interpretation and formal description of human needs, treated as a groundwork of the decision making process. In contrast to existing theories and models, we believe that explaining human behavior must consider the most basic level, which are needs. © 2012 Springer-Verlag.