Factors influencing customer behaviour in different market segments: an agent-based approach in mobile telecommunication in Uganda

Abstract

This research investigated the factors that influence customer behaviour in the different market segments using Agent-Based simulation modeling in the mobile telecommunication in Uganda. The study was based on a computer simulated model designed using data collected. Results were analyzed to understand the behaviour of different segments of customers. Findings revealed that using AB model specific factors like strong desire to search new ideas influence the youth, self-esteem the professionals, a sense of belongingness the business people and low-income earners are influenced by risk aversion. Hence other than bringing out specifics for generalities the integration with system dynamics is necessary.

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