Modelování zákaznického chování s využitím diskrétních stochastických procesů

Abstract

In my thesis I have decided to deal with using the stochastic processes in practice, concretely in marketing. The main goal is to apply the discrete stochastic processes to the specific model of the consumer behavior and the marketing analysis of the obtained results. For this purpose the method of Markov chains has been chosen. The chosen analyzed model is the behavior of the university students (Faculty of Economics, VSB-Technical university of Ostrava) when selecting the internet searcher. The input data has been acquired by the marketing research. The model analysis is realized in program SCILAB, which belongs to computer algebra systems (CAS). Special algorithm, which can do all calculations, has been created and when the input data are inserted in, it calculates required output data. This algorithm can be used not only for calculations in this thesis, but also for creating the other models of consumer behavior (using the method of Markov chains). The model input is the probability transition matrix. The model outputs are the steady state probability vector and average time of first transition to another state matrix. I have analyzed the acquired results from the view of a marketing expert. Recommendations for further work with these results are the part of this thesis. And it also includes the suggestion for consequential research within the wider sample of respondents and post-analysis of consumer behavior according to the methodology created in this thesis.