Evaluation of the effectiveness of an organization in the field of brand perception using a computer agent-based simulation system

Abstract

The present research project tries to use a computer simulation using agent-based modeling to measure the brand’s perception of an organization in the context of a heterogeneous population. This will provide information useful for the organization to better understand its customers’ behaviors towards the brand. The purpose of this agent-based simulation system is to model a person’s perception-reasoning-action process to simulate a reasoning process as the outcome of an accumulation of perceptions that eventually will result in a customer action. This result will define the customers’ brand acceptance or rejection decisions towards the enterprise. A research process was needed to gather information about a specific organization in the field of marketing. After collecting and processing enterprise data, the analysis of their brand perception is applied through a simulation process. The results of the experiment are submitted to the organization in the form of a report based on conclusions and marketing recommendations. This report shall be useful to improve the organization’s brand acceptance. Also it shall contain an evaluation of the characteristics, strengths and weaknesses shown by the computer simulation system, evaluation that was designed as the product from a marketing perspective.