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 Message Exposure Subfield 2 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)

Field 3: Act of Purchase

Purchasing Behavior

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.