Modelling the Consumption Behaviour of Heterogeneous Consumers: A Duty-Free Shop Case Simulation Analysis

Duty-free shops, which have emerged in major airports, first-tier cities, free trade zones and other places, have become ideal places for not only facilitating people to buy goods but also promoting the development of the local economy, which makes the study of the heterogeneous consumer purchase behavior in duty-free stores of great importance and great practical significance.Based on this, the agent model is used to study the purchase behavior of heterogeneous consumers in duty-free stores, the structure of the agent model is proposed, the consumer submodel and situation submodel are designed, and a service recommendation is made.On this basis, the consumer behavior is simulated and analyzed both with and without considering situational factors.The following conclusions are drawn: (1) The display, the month, holidays, and other factors have an important impact on the heterogeneous consumers of duty-free stores and affect consumers' consumption behavior.(2) Salespeople's recommendation rules and consumers' purchase preferences affect consumers' purchase behavior, which has an important impact on the types and quantity of goods consumers buy.