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

Nicosia model includes 4 stages/Field

Field 1

Subfield 1
Firms
Attribute

Subfield 2
Message
Exposure

Consumers
Attributes
(Especially
Predisposition

Attitude

Search

and evaluation

Experience

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

Motivation
Field 4:
Feedback

Consumption
Decision
(Action)

Purchasing
Behavior

Field 3: Act of
Purchase

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.