��NICOSIA MODEL OF CONSUMER BEHAVIOUR

Meaning of Model

A model can be defined as the simplified representation of reality. It simplifies by incorporating only those aspects of reality that interest the model builder.

The consumer behaviour model represents consumer decision process. It shows the structure of the behaviour of the consumer.

Uses of models

• To assist in constructing a theory that guides research on consumer behaviour.

​

• To facilitate learning what is presently known about consumer behaviour.

Contemporary Models

• It is a newer approach offered to describe and explain what influences consumer behaviour.
• The contemporary views are much different from the previous models because of their concentration on decision process.
• Emphasis is placed on mental activity that occurs before and during the purchase.

​

​

�Nicosia model�

​

• Proposed by Francesco M . Nicosia in 1976.
• Explains the complex process of decision making that consumer engage in during the purchase of a new product.
• No real beginning or end.
• Firm and consumer both affect each other.
• It describes the flow of influences where each component acts as an input to the next.

​

​

​

​

​

​

​

​

​

​

​

​

• Firm influence the target market through its marketing programmes and consumers respond to that marketing efforts and this cycle continues.
• this is an interactive model.

marketer

Target audience

assumptions

Consumers are exposed to various advertising messages and they respond to firm by their act of purchase.

Consumer is seeking to fulfil specific goals and initially, there is no history between firm and consumer.

Main focus points

Marketer’s communication affecting consumers

Consumer’s information search and evaluation

The act of purchase.

Consumption experience and feedback

Decision

(action)

Purchase behaviour

Search and evaluation

motivation

​

​

​

​

Attitude

Sub field II

Consumers attributes

Sub field I

Product attributes

​

field : 1

consumer attitude

experience

consumption

Field:2

Field:3 act of purchase

Pre – purchase action

Field:4

feedback

FIELD :1 MARKETER’S COMMUNICATION AFFECTING CONSUMERS :- �

SUB FIELD :I

Consumer is exposed to firm’s attributes through marketing communication.

• Impersonal
• personal

SUB FIELD :II

Message affects consumer’s attitude, perception, personality.

It is also affected by culture, values, experiences, social influence etc.

FIELD :2 CONSUMER SEARCH AND EVALUTION

• Consumer searches for knowledge (Information about the product and category and varying alternatives).

�Search can be:

• Internal search
• External search.

Search leads to evaluation.

​

consumer processes relevant information & begins to favour the firms brand.

​

He will be motivated towards it.

If nothing intervenes, this motivation will lead to shopping activity & purchase of the brand.

��������������������� �������������

FIELD :3 ACT OF PURCHASE :- �

consumer finally gets into action & buys a product from a chosen retailer. He is motivated to purchase the particular brand from the specific retailer.

��������������������� �������������

FIELD :4 CONSUMPTION EXPERIENCE AND FEEDBACK�

POSTIVE EXPERIENCE

• In terms of satisfaction
• leads to reinforcement
• makes him brand loyal

NEGATIVE EXPERIENCE

• consumer dissatisfaction
• lower down the evaluation about the product
• block its future purchase

• Marketer communicates with consumer & promotes an unfamiliar product
• Consumer develops an attitude and get motivated to act.
• He makes purchase.
• Provides feedback and memorize his experience

Summary

AN ASSESSMENT OF THE MODEL�

• It is an integrative model that tries to integrate body of knowledge at the time of its formation.
• A pioneering attempt to focus on the conscious decision making.
• Flowcharting technique simplifies & systemize the variables that affect decision making process.

• The model purposes assumptions, boundaries & constraints that need to be realistic.
• Attitude, motivation & experience may not occur in same sequence.
• Variables in the model have not been clearly defined.
• The mathematical testing and validity of the model both are questionable.

​

​

LIMITATIONS:- �

Conclusion

Hence, according to this model of consumer behaviour, there are mainly four stages involved in the decision making process off consumers. These are marketer’s information, consumer search and evaluation, the act of purchase and lastly, the consumption behaviour and feedback of the consumer. These stages need to be considered by the marketer before adopting any marketing strategy.

Thank you!