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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

Field 1



Attitude


Field 2: Search
And evaluation
Of mean/end(s)
Experience relation(s)
(Preaction field)

Motivation
Field 4:
Feedback

Field 3: Act of
Purchase
Purchasing
Behavior





Message
Exposure
Subfield 1

Firms
Attribute
Subfield 2

Consumers
Attributes
(Especially
Predisposition
Search
and evaluation
Decision
(Action)



Consumption
Nicosia model includes 4 stages/Field
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.