the Nicosia model of consumer behavior is for new product?

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Expert Solution

Nicosia model of consumer behavior explains the decision process that consumers engage in during purchase of new product. The model links buying behavior of customer and the company. In the buying process, customers are first influenced towards a product or service. Based on customer situation, he/she develops a perception or attitude towards the product. The result of this is an evaluation of products in the market and their attributes. If a particular product satisfies the requirement then a purchase decision is made.

The Nicosia model has four fields:

Field 1: Links customer attributes and product attributes. Advertising by companies try to link to customer attribute
Field 2: Relates to customer search on product attributes and evaluation of alternatives
Field 3: Process entails the actual purchase. The customer is motivated in field 2 and buys the chosen product
Field 4: Consumption experience and feedback. If a customer has positive experience he will develop a positive perception/attitude towards the product. If a customer has a negative experience with the product, it leads to dissatisfaction and effects the attitude negatively.

keosha answered 1 year ago

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