Agent-based modelling of response time to an advert: behaviour of different market segments in mobile telecommunication in Uganda

Abstract

This research investigated response time to an advert using an Agent-Based model focusing on the behaviour of different market segments in the mobile telecommunication in Uganda. The study was done using simulation of an agent-based model. The results were analyzed to understand how long it takes the different segments of customersto respond to an advert. The findings revealed that different market segments responded to advertising at different times. This revelation came after the analysis of the computer simulated data. It was concluded that an Agent-Based model brings out the difference in response time in different categories of market segments.

Keywords: Simulation, Agent-Based, Market segments, Any-Logic, Modelling