Simulation models of consumer behaviour

Examines advantages and disadvantages of aggregated analytic models and disaggregated simulation models. States the object is to explore the advantages and disadvantages of the two types of model, with greater emphasis on simulation models that are of more recent development, concentrates on models of the consumer decision process. Discusses that, for many marketing situations, aggregated (macro) models are not enough, and that means of developing and using disaggregated (micro) models must be sought. Concludes that simulation is a means of gradually building up the experience needed for a comprehensive marketing strategy based on a total marketing model.