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CB Models

The Nicosia Model focuses on the relationship between firms and consumers. Firms communicate marketing messages to consumers through advertising. Consumers then react by purchasing or not purchasing products. The model shows firms influencing consumers through communication, while consumers influence firms through purchasing decisions. It outlines four fields: 1) marketers' communication affecting consumer attitudes and perceptions; 2) consumer search and brand evaluation; 3) purchase action; and 4) consumption experience and feedback. The Engel-Kollat-Blackwell Model outlines a consumer decision process in four stages: 1) information input from marketing and non-marketing sources; 2) information processing through exposure, attention, perception and retention; 3) a five-step decision process

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179 views9 pages

CB Models

The Nicosia Model focuses on the relationship between firms and consumers. Firms communicate marketing messages to consumers through advertising. Consumers then react by purchasing or not purchasing products. The model shows firms influencing consumers through communication, while consumers influence firms through purchasing decisions. It outlines four fields: 1) marketers' communication affecting consumer attitudes and perceptions; 2) consumer search and brand evaluation; 3) purchase action; and 4) consumption experience and feedback. The Engel-Kollat-Blackwell Model outlines a consumer decision process in four stages: 1) information input from marketing and non-marketing sources; 2) information processing through exposure, attention, perception and retention; 3) a five-step decision process

Uploaded by

sharadguptaa
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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CB Models

NICOSIA MODEL

MEANING
This model focuses on the relationship between the firm and its potential consumers. The firm communicates with consumers through its marketing messages (advertising), and the consumers react to these messages by purchasing response.

Looking to the model we will find that the firm and the consumer are connected with each other, the firm tries to influence the consumer and the consumer is influencing the firm by his decision.

Field 1: MARKETERS COMMUNICATION AFFECTING CONSUMERS


The first field is divided into two subfields. The first subfield deals with the firms marketing environment and communication efforts that affect consumer attitudes, the competitive environment, and characteristics of target market. Subfield two specifies the consumer characteristics e.g., experience, personality, and how he perceives the promotional idea toward the product in this stage the consumer forms his attitude toward the firms product based on his interpretation of the message.

Field 2: CONSUMERS SEARCH AND EVALUATION


The consumer will start to search for other firms brand and evaluate the firms brand in comparison with alternate brands. In this case the firm motivates the consumer to purchase its brands.

Field3: PURCHASE ACTION


The result of motivation will arise by convincing the consumer to purchase the firm products from a specific retailer.

Field 4: CONSUMPTION EXPERIENCE AND FEEDBACK


After purchasing the product, the experience with its consumption can affect the consumers in many ways. The negative experience may block his future purchase and The positive experience may motivate him further to be loyal to the product.

ENGEL KOLLAT BLACKWELL MODEL

Stage 1: 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 a part of an external search especially when not enough information is available.

Stage 2: INFORMATION PROCESSING


This stage consists of the consumers exposure, attention, perception, acceptance, and retention of incoming information. The consumer must first be exposed to the message, allocate space for this information, interpret the stimuli, and retain the message by transferring the input to long-term memory.

Stage3: DECISION PROCESS STAGES


Step 1: Problem Recognition: The consumer will recognize a difference between his or her actual state and what the ideal state should be. Step 2: Information Search: the consumer will try to gather more information from various sources. Step 3: Alternative Evaluation: Now the individual will evaluate the alternative brands. The methods used will be dependent on the consumers underlying goals, motives and personality. Step 4: Choice: The consumers choice will depend on his or her intention and attitude. Step 5: Outcome: The outcome may be either positive or negative.

Stage 4: VARIABLES INFLUENCING THE DECISION PROCESS


This stage consists of individual and environmental influences that affect all five stages of the decision process. It involves the Individual( motives, values lifestyle & personality), Social(culture, reference groups, and family) and Situational factors (consumers financial condition etc.).

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