ABSTRACT
Artificial intelligence application has been extending in marketing. Marketers use AI to predict the buying behaviour of consumers. This study reviews the research paper of consumer behaviour and artificial neural network and explores the opportunities to develop a framework of consumer behaviour using artificial neural network. Framework based on an artificial neural network can interpret consumer behaviour more precisely. Forecasting the future action of the consumers is not a facile task. Consumer behaviour changes continuously. It also explores the possibility of developing a machine learning model through AI to monitor and forecast the consumption pattern of the consumer.
