A two-sided sales promotions modeling based on agent-based simulation

Yakup Turgut () and Cafer Erhan Bozdag ()
Additional contact information
Yakup Turgut: Kırklareli University
Cafer Erhan Bozdag: Kırklareli University

Journal of Economic Interaction and Coordination, 2024, vol. 19, issue 1, No 3, 85-119

Abstract: Abstract The growing competition in the retail market pushes retailers to optimize their sales and marketing strategies. In particular, in sectors where the profit margins are more restricted and customer loyalty depends heavily on the prices offered, in fact, understanding consumer reactions to sales promotions and providing them with the right deal at the right time is critical for retailers to survive. In this study, we propose an agent-based model that uses the Belief Desire Intention (BDI) concept to model how customers react to the various promotional offers they receive, and our study involves a seller agent that dynamically learns the appropriate promotion to give these customers on a customer-specific basis. Using empirical research findings in the literature, we developed the BDI part of the model based on the “Big Five-Factor Model”. Apart from this, we used the Q-learning algorithm to train the seller agent. Furthermore, one of our goals in this study is to show that learning-based decision-making agents can be more competitive on the market than rule-based decision-making agents. We therefore added a rule-based agent to the model and compared its efficacy to that of the learning-based decision-making agent. The model was tested in an artificial market through a series of experiments. The experiment results show that the proposed model can be used in actual applications to automate sales promotion decisions.

Keywords: Belief desire intention model; Reinforcement learning; Sales promotions (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11403-024-00404-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:jeicoo:v:19:y:2024:i:1:d:10.1007_s11403-024-00404-4

Ordering information: This journal article can be ordered from
http://www.springer. ... ry/journal/11403/PS2

DOI: 10.1007/s11403-024-00404-4

Access Statistics for this article

Journal of Economic Interaction and Coordination is currently edited by A. Namatame, Thomas Lux and Shu-Heng Chen

More articles in Journal of Economic Interaction and Coordination from Springer, Society for Economic Science with Heterogeneous Interacting Agents Contact information at EDIRC.
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().