Introduction of Nicosia Model
Consumer behavior plays a vital role in shaping the marketing strategies of businesses. To effectively reach and persuade target customers, marketers must gain insights into the decision-making process. One widely recognized model that offers valuable guidance in this area is the Nicosia Model of Consumer Behaviour.
Developed by Frank Nicosia in the 1960s, this model provides a framework for understanding how consumers gather information, evaluate alternatives, and make purchase decisions. This article explores the key concepts of the Nicosia Model, shedding light on its relevance in contemporary marketing and providing practical insights for businesses.
Nicosia model
As well-known consumer motivation and behavior expert Mr. Nicosia presented his buyer model in 1966 which attempts to establish linkages between the marketing firm and its consumer. The essence is how the activities of the firm influence the consumer and result in his direction to buy.
According to his model the messages from the firm first influence the predisposition of the consumer towards the product; he develops a certain attitude towards the product depending on the situation. It leads to a search for the product or on evaluation of the product. In case, these steps have a positive impact on him it may result in decision to by. This is the sum and substances of the explanation. His model lumps these activities into four basic fields.
- Field One has two sub-fields namely, the firms attribute and the consumer attributes. An ad message from the firm reaches consumer’s attributes. Depending on the way the messages received by the consumer, a certain attribute may develop and this becomes the input for the field Two.
- Field Two is the area of search and evaluation of the advertised product and other alternatives. If this process results in a motivation to buy, it becomes the input for field three.
- Field Three consist of the act of purchase.
- The field Four consists of use of the purchased item. There is an output from field four feedback of sales results to the firm.
This buying Model based on the technique of computer flowcharting. The product adoption model –
- Innovators
- Early adopters
- Early majority
- Late majority
- Laggards
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
The Nicosia model is divided into four major fields
Field 1: the consumer attitude based on the firms’ messages.
It represents the exposure of a consumer to the messages from the firm and its effect on consumer
- Sub Field 1– Company’s Communications to the targeted Audience.
- Sub Field 2 – What the consumer makes out of the communication and others inputs.
Field 2: search and evaluation
The message exposure of the consumer leads to the development of certain attitude towards the products. Here, the alternatives are searched and evaluated which creates a level of motivations to act within the consumer’s mind.
Field 3: The act of the purchase
Field 3 is a result of the motivation. It represents the stage of action. It is a mental process where the motivation culminates to a certain decision which is subsequently shown in action. Here, it should be kept in mind that not taking any action or any visible decision is also a decision.
Field 4: Feedback
Field 4 is a result of the decision it may be positive or a negative decision.
- If the purchasing decision results in purchase of the product, then results in consumption, formation of experience, experience becomes part of the consumer attribute for future.
- Rejection of product then feedback may be used by the firm improve its attributes.
The Nicosia model 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.
Limitations of Nicosia Model
- Incomplete in a number of aspects, very reductionist
- Variables in the model have not been clearly defined
- 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?
Conclusion
The Nicosia Model of Consumer Behaviour provides a valuable framework for understanding the decision-making process of consumers. While it has faced criticisms, the model's emphasis on communication, consumer inputs, and feedback remains relevant in contemporary marketing.
By applying this model, businesses can gain insights into consumer preferences, develop effective communication strategies, and enhance customer satisfaction.
Understanding the dynamics of consumer behavior is essential for marketers seeking to create meaningful connections with their target audience and drive successful marketing outcomes.
