Abstract
This paper, by paying attention to human purchasing behavior, attempts to establish a fuzzy reasoning model so that researching the marketing activities of enterprises and demand forecasts will be smoothly carried out. Concretely, the writers select meteorological factors, which would be useful by applying the principal component analysis, and also try to analyze the correlation between the number of visitors and the meteorological factors. Then, by applying an analysis of variance, they attempt to analyze day-to-day sales and the relationship between the number of visitors and the meteorological factors. On the basis of the result obtained from this fuzzy reasoning model, in which demand forecasting can be done, is constructed by selecting the meteorological factors which influence purchasing activities. Finally, the writers try to set up a presupposition for demand forecast. At the same time, they compare the forecast results of a regression analysis that is an earlier forecasting technique in order to clarify the utility of their fuzzy reasoning model.
