A fuzzy logic based application for marketing 4.0 brand perception in the Covid-19 process

In this study, the marketing values of a domestic brand that produces paper and paper group products in the cleaning sector before the Covid-19 pandemic that emerged in China on December 31, 2019 and affected the whole world in a short time and during the pandemic process was investigated. Marketing 4.0 and digital marketing were examined and customer profile, industry archetype, PAR and BAR values of the brand were determined. In order to collect customer profile data, a 10-question survey was applied on 300 people to collect data. In the second step, 3117 rules were created on the basis of rule-based fuzzy logic with the help of MATLAB package program for linguistic variables in the questionnaire, and a system was created to give the point of failure in the 5A customer path. The numerical variables corresponding to the linguistic variables were used in Excel, and the results of customer profile, sector archetype, PAR and BAR were obtained. Before the pandemic, the sector archetype was found to be red fish, PAR 0.96 and BAR 0.78. During the pandemic process, the results of sector archetype door knob, PAR 0.79 and BAR 0.71 were achieved. According to the findings obtained from the research; According to customer results, purchasing and advocacy decreased.It has been observed that the pre-pandemic purchasing and advocacy rates decreased compared to the pre-pandemic rates.Based on the changing industry archetype, it has been concluded that the real reason for the decrease in BAR is the lack of customer proxim.