Using Fuzzy Logic To Analyze Marketing Data: The Impact Of Socio-Psychological Variables On The National Identity Of Jordanians

The fuzzy logic mathematics has started to change the perspectives in a number of management and marketing areas. This study applies fuzzy logic methodology to examine the influence of socio-psychological variables namely dogmatism, conservatism and world-mindedness on Jordanian consumers' national identity (NATID) levels. The concept of the NATID is valuable for international marketers as consumers all over the world are exposed to a wider range of foreign products in their home countries. In the current study, the MATLAB (R) ANFIS has been used to model the relationship between three inputs (dogmatism, conservatism, and world-mindedness) and one output (NATID). To examine the ability of fuzzy logic model to predict Jordanians' NATID based on socio-psychological variables, the data was collected from a total number of 183 Jordanians who live in Amman City during the winter and spring of 2010. The results indicate that the fuzzy logic model can predict correctly consumers' NATID based on their dogmatism, conservatism and world-mindedness feelings. Finally, the study provides insights for local and international marketing managers to conduct their marketing activities more effectively.