Nicosia Model of Consumer Behaviour

Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com

Nicosia Model
This Model concerns with the Inter-relationship between:
The firms marketing communications The attributes of the consumer, The consumers decision process including Search and evaluation process Actual decision process The feedback of the consumers response to the firm

This is a Dynamic Model.

25/10/2010

- Anupam Kumar

Nicosia Model

25/10/2010

- Anupam Kumar

Nicosia Model Field 1

Field 1
Sub Field 1 Product Attribute Sub Field 2

Sub Field 1
Consumer Attribute

Message Exposure

Product Attribute Company s Communications to the Targeted Audience.

Sub Field 2
Represents the output of a commercial message from the firm in the form of advertising or other forms of promotion and its effect on consumer
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Consumer Attribute What the consumer makes out of the Communications and other Inputs
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Nicosia Model Field 2

Company s Input (Field 1) creates certain Attitude Evaluation of the advertised product and other alternatives takes place
Field 2 Attitude Search & Evaluation (of Means, Ends, Relations) {Pre- Action Field} Motivation

If the process results in motivation to buy, it becomes the input for Field 3
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- Anupam Kumar

Nicosia Model Field 3

Field 3 represents the act of purchase Transformation of the motivation into the act of buying Evaluation of Options leading to Motivation would result in Action

Motivation

Act of Purchase (or Non Purchase) leads to certain purchasing Purchasing behaviour
Behaviour
25/10/2010 - Anupam Kumar

Field 3 Decision (Act of Purchase) {Action}

Nicosia Model Field 4

Retention of the experience by the consumer as an influence on future purchase Feedback of sales to firm
Experience Field 4
Consumption

Use of Purchased Item including

Use and Storage of the Product by the Consumer

Act of Purchase
Purchasing Behaviour

Feedback

25/10/2010

- Anupam Kumar

Nicosia Model
Field 1
Sub Field 1 Product Attribute Sub Field 2

Field 2 Attitude Search & Evaluation (of Means, Ends, Relations) {Pre- Action Field} Motivation Field 3

Message Consumer Exposure Attribute

Experience Field 4
Consumption

Feedback

Purchasing Behaviour

Decision (Act of Purchase) {Action}

25/10/2010

- Anupam Kumar

Arguments Against Nicosia Model

Incomplete in a number of aspects, including the influences and inter-relationships among the consumer attributes A number of assumptions have been made that question the validity of this model, for instance:
What type of consumer are we talking about? The company and the consumer have an existing relationship? What type? Is this for a new product? Is this the first exchange the consumer has had with the producer?

Bibliography
Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGrawHill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009.

Copyright 2010 Anupam Kumar

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For further details / comments

Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com

Copyright 2010 Anupam Kumar

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