Nicosia Model of Consumer Behavior
Nicosia Model of Consumer Behavior was developed in 1966, by Professor Francesco M. Nicosia, an expert
in consumer motivation and behavior. This model focuses on the
relationship between the firm and its potential consumers. The model
suggests that messages from the firm (advertisements) first influences the
predisposition of the consumer towards the product or service. Based on
the situation, the consumer will have a certain attitude towards the
product. This may result in a search for the product or an
evaluation of the product attributes by the consumer. If the above step
satisfies the consumer, it may result in a positive response, with a decision
to buy the product otherwise the reverse may occur. Looking to the model
we will find that the firm and the consumer are connected with each other, the
firm tries to influence the consumer and the consumer is influencing the firm
by his decision.
The Nicosia
model of Consumer Behavior is divided into four major
fields:
1.
Field 1: The
firm’s attributes and the consumer’s attributes. The first field is divided into two
subfields. The first subfield deals with the firm’s marketing environment and
communication efforts that affect consumer attitudes, the competitive
environment, and characteristics of target market. Subfield two specifies the
consumer characteristics e.g., experience, personality, and how he perceives
the promotional idea toward the product in this stage the consumer forms his
attitude toward the firm’s product based on his interpretation of the message.
2.
Field 2: Search
and evaluation. The consumer will start to search for other firm’s brand and evaluate the
firm’s brand in comparison with alternate brands. In this case the firm
motivates the consumer to purchase its brands.
3.
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.
4.
Field 4: Feedback
of sales results. This model analyses the feedback of both the firm and the consumer after
purchasing the product. The firm will benefit from its sales data as a
feedback, and the consumer will use his experience with the product affects the
individual’s attitude and predisposition’s concerning future messages from the
firm.
The Nicosia model of consumer behavior offers no detail explanation of the
internal factors, which may affect the personality of the consumer, and how the
consumer develops his attitude toward the product. For example, the consumer
may find the firm’s message very interesting, but virtually he cannot buy the
firm’s brand because it contains something prohibited according to his beliefs.
Apparently it is very essential to include such factors in the model, which
give more interpretation about the attributes affecting the decision process.
More information needed
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