LLM-Based Multi-Agent System for Simulating and Analyzing Marketing and Consumer Behavior

Preprint Notice This is the author-accepted manuscript (AAM) of the paper "LLM-Based Multi-Agent System for Simulating and Analyzing Marketing and Consumer Behavior, " accepted for publication in the IEEE International Conference on e-Business Engineering (ICEBE 2025), to be held 10-12 November 2025 at Mustaqbal University, Buraydah, Saudi Arabia. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, including reprinting or republishing, or for creating derivative Abstract--Simulating consumer decision-making is vital for designing and evaluating marketing strategies before costly real-world deployment. However, post-event analyses and rule-based agent-based models (ABMs) struggle to capture the complexity of human behavior and social interaction. We introduce an LLM-powered multi-agent simulation framework that models consumer decisions and social dynamics. Building on recent advances in large language model simulation in a sandbox environment, our framework enables generative agents to interact, express internal reasoning, form habits, and make purchasing decisions without predefined rules. In a price-discount marketing scenario, the system delivers actionable strategy-testing outcomes and reveals emergent social patterns beyond the reach of conventional methods. This approach offers marketers a scalable, low-risk tool for pre-implementation testing, reducing reliance on time-intensive post-event evaluations and lowering the risk of underperforming campaigns.