CONSUMER BEHAVIOUR

MODELS
NICOSIA MODEL
 Francesco Nicosia , a leading scholar
in the field of consumer behaviour,
gave this model in 1996.
 It is very comprehensive model using
‘computer-flow charting.’
 It composes of 3 fields:
 Field 1: consists of 2 sub fields:firm’s
attribute and consumer’s attributes
 Field 2: field of search and evaluation
 Field 3: act of purchase
Howard – Seth model
 “John Howard and Jagdish Sheth” gave this
model in 1969
 Assumptions:
 Consumer behaviour is a rational exercise in
purchase problem solving
 CB is a systematic and a orderly approach
caused by inputs i.e. stimuli and the results i.e.
output
 Satisfaction leads to brand loyalty
 Dissatisfaction leads to switching to other brands
 Model indicates that there are four
variables that determine buyer’s
behaviour
 Stimulus – input variables: fashion, taste
and preference prevailing in society.
 Internal variables: buyer’s motives,
attitudes, perception, experience.
 Exogenous variables: buyer’s social
class, culture, financial status
 Response-out-variables: these are
results based upon interactions of above
three variables.
Limitations of model
 CB is normally repetitive in nature
 Generally consumer tend to stored
information in their memory and then tend
to establish a routine in their buying
decision process.
 The brand choice in one’s purchasing
decision is affected by:
 One’s set of motives
 Different alternative choice of products and
brands
 Variable are difficult to define and to measure
Engel, blackwell and kollat’s multi-
mediation model.
 Popularly known as EBIC model.
 It treats an individual as a system with outputs i.e.
behaviour which are responses to inputs and
recognizes the existence of intervening variables
between initial inputs and final outputs.
 It consist of 3 stages:
 Information processing
 Central control unit:- It includes:-
 Stored information & past experience about product
 One’s general and specific attitude are helpful to
influence the purchase decision
 Personality traits are helpful to find out how the
consumer is likely to respond.
 Decision process.
Economic model
 Consumer being a rational person, his buying
decisions are governed by concept of utility.
 The economic model leads to 4 imp. Prediction about
consumer behaviour like:-
 Lower on the price of product, the higher the
quantity that will be bought is known as, “price
effect’
 Higher is the purchasing power the higher the
quantity that will be bought which is known as,
“income effect”
 Lower the price of substitute product, lower quantity
will be bought of the original product known as,
‘Substitute effect”
 Higher are the advertisement expenses, higher the
sales which is known as, “communication effect”
Learning model
 Also known as S-R model: Stimulus-
Response model.
 Learning process involves 3 stages
The Sociological model