Consumer decision making simulation[Modelování spotřebitelských rozhodnutí]

Aim of the paper is to delimitate a partial procedure in the process of modelling and simulation of decision-making results took by individual market subjects. Article's fundamental is an elemental example of agent system (and derivatively multiagent system) utilization by means of computer technology, which represents so-called computer malingering or computer simulation method. Next to classical word argumentations and mathematically-statistical methods this approach represents a relatively new tool applicable in social sciences (principle of autonomous agent was described in the year 1986).Application is effected by the help of freely accessible software tool. Model's dynamics consists in random selections of agents pair where probability tells whether they will interact or not. Interaction in this case means copying of so-called cultural characteristics.Introduced construction's output is verification of predicament which says that taking-over postures, behaviour standards, opinions etc. in population though leads to diffusion of definite cultural pattern, nevertheless doesn't lead to populations' homogenization.In conclusion the deterministic character of introduced application is being specified. Also the direction of next progress at work with it this construction is being foreshadowed. Authors are aware of multiple enlargement necessity of characteristics variety and values that the characters may take. This goes hand in hand with mounting of whole process to the context with next methods dealing wiht motives forming consumer's decisions.