Classification of consumer behavior using functional link artificial neural network

The rapid development of internet usage has paved the way towards the use of online shopping. In this paper an investigation has been made on the behavior of Indian consumers towards online shopping using Functional link artificial neural network (FLANN) and the result is compared with that obtained from the conventional statistical based approach, discriminant analysis. The simulation study reveals that the FLANN based model provides improved classification of consumers compared to the conventional statistical based approach. © 2010 IEEE.