Nicosia Model of Consumer Behaviour

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Presentation explaining the working of the Nicosia Model of Consumer Behaviour.

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Nicosia Model of Consumer Behaviour: 

Nicosia Model of Consumer Behaviour Prepared By: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com © Copyright 2010 Anupam Kumar Purchasing Behaviour Field 2 Search & Evaluation (of Means, Ends, Relations) {Pre- Action Field} Field 3 Decision (Act of Purchase) {Action} Field 4 Feedback Consumption Attitude Motivation Experience Field 1 Message Exposure Sub Field 1 Product Attribute Sub Field 2 Consumer Attribute

Nicosia Model: 

Nicosia Model This Model concerns with the Inter-relationship between: The firms marketing communications The attributes of the consumer, The consumers decision process including Search and evaluation process Actual decision process The feedback of the consumers response to the firm This is a Dynamic Model. © Copyright 2010 Anupam Kumar

Nicosia Model: 

Nicosia Model © Copyright 2010 Anupam Kumar

Nicosia Model – Field 1: 

Nicosia Model – Field 1 Represents the output of a commercial message from the firm in the form of advertising or other forms of promotion and its effect on consumer Sub Field 1 Product Attribute Company’s Communications to the Targeted Audience. Sub Field 2 Consumer Attribute What the consumer makes out of the Communications and other Inputs Field 1 Message Exposure Sub Field 1 Product Attribute Sub Field 2 Consumer Attribute 4 © Copyright 2010 Anupam Kumar

Nicosia Model – Field 2: 

If the process results in motivation to buy, it becomes the input for Field 3 Nicosia Model – Field 2 Company’s Input (Field 1) creates certain Attitude Evaluation of the advertised product and other alternatives takes place Field 2 Search & Evaluation (of Means, Ends, Relations) {Pre- Action Field} Attitude Motivation 5 © Copyright 2010 Anupam Kumar

Nicosia Model – Field 3: 

Nicosia Model – Field 3 Field 3 represents the act of purchase Transformation of the motivation into the act of buying Act of Purchase (or Non Purchase) leads to certain purchasing behaviour Evaluation of Options leading to Motivation would result in Action Field 3 Decision (Act of Purchase) {Action} Motivation Purchasing Behaviour 6 © Copyright 2010 Anupam Kumar

Nicosia Model – Field 4: 

Use of Purchased Item including Use and Storage of the Product by the Consumer Act of Purchase Nicosia Model – Field 4 Retention of the experience by the consumer as an influence on future purchase Feedback of sales to firm Field 4 Feedback Purchasing Behaviour Consumption Experience 7 © Copyright 2010 Anupam Kumar

Nicosia Model: 

Purchasing Behaviour Nicosia Model Field 2 Search & Evaluation (of Means, Ends, Relations) {Pre- Action Field} Field 3 Decision (Act of Purchase) {Action} Field 4 Feedback Consumption Attitude Motivation Experience Field 1 Message Exposure Sub Field 1 Product Attribute Sub Field 2 Consumer Attribute 8 © Copyright 2010 Anupam Kumar

Arguments Against Nicosia Model: 

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? 9 © Copyright 2010 Anupam Kumar

Bibliography: 

© Copyright 2010 Anupam Kumar 10 Bibliography Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour . New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy . Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour . Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour . Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach . New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour . Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective . Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding : Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective . New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management . Delhi: Vrinda Publications (P) Ltd., 2009.

Click for Other Related Topics…: 

Click for Other Related Topics… Motivation Learning Personality Attitude Perception Consumer Satisfaction Evaluation Post Purchase Behaviour Consumerism in India Model of Consumer Behaviour Economic Model of Consumer Behaviour Psychoanalytical Model of Consumer Behaviour Sociological Model of Consumer Behaviour Nicosia Model of Consumer Behaviour Howard Sheth Model of Consumer Behaviour © Copyright 2010 Anupam Kumar 11

For further details / comments: 

For further details / comments Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com © Copyright 2010 Anupam Kumar