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  • Nicosia Model of Consumer Behaviour

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    Naeem Haider
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    The Nicosia model of consumer behaviour proposes that consumers progress through 4 stages when making a new purchase: 1) Exposure to marketing messages from firms shapes consumer attitudes 2) Consumers search for information and evaluate brands to find the best means to their ends 3) Motivation leads to the act of purchasing from a retailer 4) Both firms and consumers provide feedback after the purchase, which influences future attitudes and decisions.

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    Nicosia Model of consumer behavior

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    The Nicosia model of consumer behaviour proposes that consumers progress through 4 stages when making a new purchase: 1) Exposure to marketing messages from firms shapes consumer attitudes 2) Consumers search for information and evaluate brands to find the best means to their ends 3) Motivation leads to the act of purchasing from a retailer 4) Both firms and consumers provide feedback after the purchase, which influences future attitudes and decisions.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    224 views10 pages

    Nicosia Model of Consumer Behaviour

    Uploaded by

    Naeem Haider
    The Nicosia model of consumer behaviour proposes that consumers progress through 4 stages when making a new purchase: 1) Exposure to marketing messages from firms shapes consumer attitudes 2) Consumers search for information and evaluate brands to find the best means to their ends 3) Motivation leads to the act of purchasing from a retailer 4) Both firms and consumers provide feedback after the purchase, which influences future attitudes and decisions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Nicosia model of consumer behaviour

    Proposed by NICOSIA (1976)


    This model concentrates on the buying
    decision for a new product
    Human being is analysed as a system with
    stimuli as the input and the behaviour is the
    output
    Nicosia model explains the consumers' buying
    behaviour from the marketers' perspective

    Field 1



    Attitude


    Field 2: Search
    And evaluation
    Of mean/end(s)
    Experience relation(s)
    (Preaction field)

    Motivation
    Field 4:
    Feedback

    Field 3: Act of
    Purchase
    Purchasing
    Behavior





    Message
    Exposure
    Subfield 1

    Firms
    Attribute
    Subfield 2

    Consumers
    Attributes
    (Especially
    Predisposition
    Search
    and evaluation
    Decision
    (Action)



    Consumption
    Nicosia model includes 4 stages/Field
    Field 1: The consumer attitude based
    on the firms messages
    The first field is divided into two subfields
    The first subfield deals with the firms
    marketing environment and communication
    efforts that affect consumer attitudes, the
    competitive environment, and characteristics
    of target market

    Cont
    Subfield two specifies the consumer
    characteristics.
    Experience, personality, and perception on
    promotional idea Forming attitude
    (based on interpretation of the messages)

    Field 2: search and evaluation
    The consumer will start to search for other
    firms brand and evaluate the firms brand in
    comparison with alternate brands
    Here the firm motivates the consumer to
    purchase its brands
    Field 3: The act of the purchase
    The result of motivation will arise by
    convincing the consumer to purchase the firm
    products from a specific retailer
    Field 4: Feed back
    The feedback of both the firm and the
    consumer after purchasing the product
    Firms Feedback Sales data
    Consumers Feedback consumers attitude
    based on experience and Predispositions on
    future firms messages.

    Merits
    Brief and quite general.
    This model focuses on deliberative decision
    making behaviour of consumers
    It contributed the Funnel approach diverting
    consumers mind on general product
    knowledge to specific brand knowledge
    (Passive position to an active state)
    Demerits
    Not much detail explanation of the internal
    factors
    These factors are very essential to include for
    more interpretation on the products/Brands
    attributes

    Cont
    Limited predispositions on firms
    Overlapping of firms attributes and
    consumers attributes.

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