The Nicosia Model of Consumer Behaviour describes a circular flow of influences between a firm's marketing activities, a consumer's psychological attributes and decision-making process, and their experience using a product. It contains four major components: 1) a firm's attributes, communications and a consumer's psychological attributes 2) a consumer's search and evaluation of alternatives 3) their motivated purchase act and 4) storage or use of the product. Fair & Lovely is a skin lightening cream that aims to influence consumers' psychological attributes and motivate their purchase through marketing communications about its skin lightening benefits.
2. NICOSIA MODEL:
Francesco Nicosia presented his model in flow chart
format. All variables are viewed as interacting , with
none being inherently dependent or independent.
Thus the model describes a circular flow of influences
where each component provides input to the next.
The model contains four major components:
1.firm’s attributes, communications and consumer’s
psychological attributes
2.consumer’s search for evaluation of alternatives
3.consumer’s motivated act of purchase
4.Consumer storage or use of the product
