Nicosia model of consumer behaviour

 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. 

The Nicosia Model explains consumer buying behavior by showing how a firm’s marketing communication influences consumer attitudes and leads to purchase decisions. It is presented in the form of a computer flowchart, highlighting continuous interaction between the firm and the consumer, with feedback from sales results guiding future marketing actions.

Product Adoption Model (Brief)

• Innovators: First to try new products; risk-takers.
• Early Adopters: Opinion leaders who adopt early and influence others.
• Early Majority: Careful buyers who adopt after seeing benefits.
• Late Majority: Skeptical consumers who adopt due to pressure or necessity.
• Laggards: Last to adopt; resistant to change.

Four Fields of the Nicosia Model

1. Field 1 – Consumer Attitude Formation: The firm’s messages (advertising, promotion) shape consumer awareness, attitudes, and predisposition toward the product.
2. Field 2 – Search and Evaluation: The consumer searches for information and evaluates alternatives based on experience and available data.
3. Field 3 – Act of Purchase: The consumer makes the purchase decision and buys the product.
4. Field 4 – Feedback: Post-purchase experience and sales results provide feedback to the firm, influencing future marketing strategies and communication.

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.

Conclusion:

The Nicosia Model explains consumer buying behavior as a continuous process where firm communication shapes consumer attitudes, leads to search, evaluation, and purchase, and finally provides feedback through sales results to improve future marketing decisions.

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Sandeep Ghatuary

Finance & Accounting blogger simplifying complex topics.

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