Host: Japan Society for Fuzzy Theory and Intelligent Informatics (SOFT)
To survey the consumer psychology on purchasing high-class brand products, this paper targets on undergraduate students, and presents a new data analysis, in which the data is obtained from FCR-method and the set function representation is also used. First, we obtain data from undergraduate students by referring to the questionnaire in [2]. Second, five main factors are derived by analyzing data from FCR-method. It is shown that the first obtained factor would be quality of the brand, but the remaining ones are related with purchasing psychology. Third, using Set Function Representation in [5], Questions 17 and 4 that are contradiction for one expression are analyzed and integrated values are obtained. It is shown that ambivalence of purchasing high-class brand products is reasonable and could be explained theoretically and practically.
