 PRESENTATION ON

NICOSIA MODEL

BY
KUMAR ANKIT
PGDM 3rd SEM.
 Nicosia model tries to explain buyer behavior
by establishing a link between the organization
and its consumer. It also believed simulation
techniques are effective in explaining in greater
depth and detail the consumer decision process.
 FIELD 1: Field 1 two sub field- the firms attributes (sub field 1) and
the consumer’s attributes (sub field 2). An advertising message from
the firm reaches to consumer’s attributes and then becomes an
input for field 2.The field 1 represents the output of the commercial
message from the firm in the form of advertising or other forms of
promotion. Depending on the way, the message is received by the
consumer, a certain attribute may develop. For the model explicitly
assumes that the consumer has no previous experience with or
knowledge of the brand.
 FIELD 2 : It is the area of search and evaluation
of the advertised product and other alternatives,
if the attitude is favorable the consumer
searches for product and evaluation it in terms of
other alternatives. If this process results in
motivation to buy, it becomes the input for field
3.
 FIELD 3: It represents the act of purchase. The
third area explain how the consumer actually
buys the product.
 FIELD 4: It consists of the use of purchased
item and it includes three factors as:-
(a) Use and storage of the product by the
consumer.
(b) Retention of the experience by the consumer
as an influencing factor in future purchases.
(c) Feedback of sales results to the firm.
•THANK YOU