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    Consumer Behaviour Unit - 2 PDF

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    Prashant Tripathi
    The Nicosia Model describes the consumer purchase decision-making process as involving 4 areas: 1) exposure to marketing communications, 2) information search, 3) purchase, and 4) post-purchase feedback. It assumes consumers have no prior brand preferences and examines the relationship between firms' promotional activities and consumers' purchasing behaviors. The model's limitations include not considering all internal consumer factors or potential brand predispositions.

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    Consumer Behaviour Unit - 2 PDF

    Uploaded by

    Prashant Tripathi
    460 views22 pages
    The Nicosia Model describes the consumer purchase decision-making process as involving 4 areas: 1) exposure to marketing communications, 2) information search, 3) purchase, and 4) post-purchase feedback. It assumes consumers have no prior brand preferences and examines the relationship between firms' promotional activities and consumers' purchasing behaviors. The model's limitations include not considering all internal consumer factors or potential brand predispositions.

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    The Nicosia Model describes the consumer purchase decision-making process as involving 4 areas: 1) exposure to marketing communications, 2) information search, 3) purchase, and 4) post-purchase feedback. It assumes consumers have no prior brand preferences and examines the relationship between firms' promotional activities and consumers' purchasing behaviors. The model's limitations include not considering all internal consumer factors or potential brand predispositions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    460 views22 pages

    Consumer Behaviour Unit - 2 PDF

    Uploaded by

    Prashant Tripathi
    The Nicosia Model describes the consumer purchase decision-making process as involving 4 areas: 1) exposure to marketing communications, 2) information search, 3) purchase, and 4) post-purchase feedback. It assumes consumers have no prior brand preferences and examines the relationship between firms' promotional activities and consumers' purchasing behaviors. The model's limitations include not considering all internal consumer factors or potential brand predispositions.

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    © All Rights Reserved
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    of 22

    Nicosia Model

    Nicosia Model
     By Fransisco.M. Nicosia

     Nicosia model is a structural model of the purchase decision-


    making process by an individual consumer or a whole family.

     Talks about the relationship between a firm and its potential


    consumers.

     They arise between them for mutual communication -company


    communicates with consumers through promotional activities, while
    consumers by making purchases.
    Assumptions:

     There is no prior history between the consumer and the firm.

     There will be no positive and negative predispositions in the


    consumer’s minds.
     This model prompts the consumer to search for the product or
    evaluate product features and attributes. It categorizes these
    activities into four basic fields-

     Area 1 has two sub fields- firm attributes and consumer’s attributes
     Firms produces some type of communications( ads, products etc).•
     Attribute’ s of the message and the consumer’s exposure to it
    determines its influence on him.
     The consumer then becomes motivated and tries to gain
    information and a search activity is likely to occur.
     Area 2 propels the consumer to search.

     Internal Memory and external search may also occur. This leads to
    an evaluation

     If the customer processes relevant information and begins to favor


    firms brand, he will be motivated towards it.
     Area 3 consists of physical act of purchase

     Area 4 consists of use of purchased items.


     This will lead to feed back regarding the firm’s product because of
    the tendency of the product to be stored and used.

     This model has been instrumental in bringing into light the role
    played by the marketing firm.
    Limitations
     All internal factors are not taken into consideration.

     The assumption the consumer will have no predispositions towards


    the firms might be wrong.

     The firms attributes and the consumers attributes can overlap.


    Howard Sheth Model
     John Howard and Jagadish Sheth put forward the Howard Sheth
    model of consumer behavior in 1969.

     This model tries to represent the rational brand choice behavior by


    buyers when faced with situations involving incomplete information
    and limited ability.
     The model refers to three levels of decision making:

     Extensive problem solving-At this level the consumer does not


    have any basic information or knowledge about the brand and he
    does not have any preferences for any product.
     Limited problem solving.-This situation exists for consumers who
    have little knowledge about the market, or partial knowledge about
    what they want to purchase.
     Routinised response behavior.-In this level the consumer knows
    very well about the different brands and he can differentiate
    between the different characteristics of each product, and he
    already decides to purchase a particular product.
    This model explains brand choice behavior when learning takes place
    while a consumer moves from extensive Problem solving to
    routinised problem solving behavior.

    The model involves 4 components:

     Input Variables
     Output Variables
     Hypothetical constructs
     Exogenous variables
     Input Variables: Shown on left side of the model as stimuli in the
    environment.
     Divided into-

     Significative Stimuli- Actual elements of a brand that a buyer


    confronts.

     Symbolic Stimuli- Elements used by marketers to represent their


    product in symbolic form(say through advertisements).

     Social Stimuli- Generated by social environment like family, friends.


     Output Variables:
    The outputs are the results of the perceptual and learning variables
    and how the consumers will response to these variables .

    Attention: Based on the importance of a buyer’s information intake


    Comprehension: Store of information the buyer has about the brand
    Attitude: Buyer’s evaluation of the particular brand’s potential to
    satisfy his or her motives.
    Intention: the brand that the buyer intends to buy.
    Purchase behavior: the act of actually purchasing . It reflects the
    buyer’s predisposition to buy.
     Hypothetical Construct deals with the psychological variables
    involved when the consumer is contemplating a decision. These
    variables are categorized into two major groups:

    a. Perceptual construct that deals with information processing


    • Concerned with how the consumer receives and understands the
    information
    • Stimulus ambiguity happened when the consumer does not
    understand the message from the environment.
    • Perceptual bias occurs if the consumer distorts the information
    received so that it fits his or her established needs or experience.
     Learning constructs which are related to buyer’s formation of
    concepts.

     They include-
     Consumer’s motives
     Consumer’s goals,
     information about brands,
     criteria for evaluation of alternatives, preferences and buying
    intentions etc.
     Exogeneous Variables

    Exogenous variables are not directly part of the decision-making


    process.
    They include external variables like social class, importance of
    purchase, consumer personality traits, religion, and time pressure.
    Limitations
     The model is quite multifacetd and hence difficult to comprehend.

     The variables mentioned have not been clearly defined.


    Engel-Kollat-Blackwell Model
    The Engel Kollat Blackwell Model of Consumer Behavior emphasizes
    on the conscious decision making process adopted by consumer.

    The Engel Kollat Blackwell Model of Consumer Behavior or consists of


    four distinct stages-
     Information Input Stage
     Information Processing Stage
     Decision Process Stage
     External Factors
     Information Input Stage: At this stage the consumer gets
    information from marketing and non-marketing sources, which also
    influence the problem recognition stage of the decision-making
    process.

     Information Processing Stage: This stage consists of the consumer’s


    exposure, attention, perception, acceptance, and retention of
    incoming information.
     Decision Process Stage: The central focus of the model is on five
    basic decision-process stages:
     Problem recognition,
     search for alternatives,
     alternate evaluation
     purchase, and
     outcomes
     External Factors: This stage consists of individual and environmental
    influences that affect all five stages of the decision process.

     Individual characteristics- motives, values, lifestyle, and personality.


     Social influences- culture, reference groups, and family.
     Situational influences- consumer’s financial condition.

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