Consumer Behaviour

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NAME:KRISHNAN GANESAN

REGISTRATION NUMBER:200312897

SUBJECT:CONSUMER BEHAVIOUR

ADDRESS:AGILISYS
26-28 HAMMERSMITH GROVE
LONDON W6 7AW

EMAIL:krish2023@hotmail.com

CONSUMER BEHAVIOUR

QUESTION NO.13:

Explain with neat block diagrams various consumer models studied by you.

ANSWER:

The consumer models are set out below accompanied by the requisite block diagrams:

THE NICOSIA MODEL:

In recent years, marketing scholars have built buyer behaviour models taking into consideration the views of the marketer. The Nicosia model developed by Francesco Nicosia is one such model. This model tries to explain buyer behaviour by establishing a link between the organization and its prospective consumer. The model suggests that the message from the organization first influences the predisposition of the consumer towards the product/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 lest the reverse is the outcome.

DIAGRAMMATIC REPRESENTATION OF THE NICOSIA MODEL

Explanation of the Nicosia model diagram

The Nicosia Model groups the activities into 4 basic areas as postulated below:

FIELD 1

This embodies 2 sub areas, viz. the attributes of the consumer and the attributes of the organization. The advertising message flowing from the Company will touch the attributes of the consumer. Depending upon the manner the message is received by the consumer, certain attributes are developed. This newly inculcated attributes are transformed into the inputs for area 2.

AREA 2

Is related to the search and evaluation undertaken by the consumer, of the advertised product, and also, to verify if other viable alternatives exist. In case this step results in a motivation to purchase the product/service offered, the motivation forms the input for the third area

AREA 3

Is representative of the explanation of how the consumer actually procures the product.

AREA 4

Is related to the utilization of the product/service procured. This area may also be employed as an input to receive feedback on the results of the sales effort to the organization.

ENGEL, BLACKWELL AND MINIARD MODEL

The core of the EBM Model is a decision process, which is augmented with inputs from information processing and other influencing factors. The Model has four distinctive sections viz. Input, Information Processing, Decision Process, and Variables influencing decision process.

Information Input

Information from marketing and non-marketing sources are fed into the Information Processing section of the model. The model also suggests additional information to be collected as available from memory or when post-purchase dissonance occurs.

Information Processing

Before information can be used in the rest of the model, the consumer will first be exposed to the information processing. That is, the consumer must get exposed to the information, attend to it, comprehend and understand it, accept it, and finally maintain it in memory. Any selective attention/exposure mechanisms that may occur in post-purchase dissonance would operate at this stage.

Decision Process

Need Recognition: This acknowledges the fact that there exists a problem. The individual is aware that there exists a need...
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