PRESENTED BY :

J.P.Rathore Priyash awasthi Raghvendra shukla Shubham joshi Sandeep pushpad Shakti pratap

Consumer Behavior
Consumer Behaviour is defined as the act of

individuals directly involved in obtaining and using consumer goods and services, including the decision process that precedes and determine these acts

Nicosia model of consumer behaviour

Proposed by NICOSIA (1976) This model concentrates on the buying decision for a new product Human being is analyzed as a system with stimuli as the input and the behavior is the output Nicosia model explains the consumers' buying behaviour from the marketers' perspective

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 Behavior

Decision (Act of Purchase) {Action}

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)

Nicosia Model Field 2

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

Attitude

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

Nicosia Model Field 3

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

Act of Purchase (or Non Purchase) leads to certain purchasing behavior

Field 3
Decision (Act of Purchase) {Action}

Purchasing Behavior

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 Behavior

Feedback

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?

Merits
Brief and quite general. This model focuses on deliberative decision making behavior 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
Limited predispositions on firms Overlapping of firms attributes and consumers attributes.