Are You Really Influencing Your Customers?: A Black-Friday Analysis

The concept of Black Friday appeared more than 50 years ago and is known as an American holiday retail and in time it has crossed the borders of US and was been widely adopted by other countries from all over the world. For this, the present paper aims to analyze some qualitative aspects related to the consumers’ behavior and the Black Friday promotions, such as: what are the most purchased products, what are the most preferred brands, to whom are bought these products, what is the average budget, what is the allocated time, the post-sale consumer satisfaction, etc. Moreover, the paper uses a questionnaire for determining the impact that Black Friday has on the consumers’ future opinion over the different brands and how the companies’ advertisements and campaigns on online social net-works can change the consumers’ behavior in this day. In addition, the grey systems theory, a newly developed theory in the field of artificial intelligence, was used in order to shape the relationship among the considered variables which are influencing the consumers’ behavior on Black Friday.