C2B or Consumer- to- Business is a business model

May 29th, 2015
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Three Fundamental Propositions are • Consumer Choice is a function of multiple consumption values. • The consumption values are independent • The consumption values makes differential contributions in any given choice situation.

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Nicosia Model of Consumer Decision Processes Sheth-Newman-Gross ModelThree Fundamental Propositions areConsumer Choice is a function of multiple consumption values.The consumption values are independentThe consumption values makes differential contributions in any given choice situation.DIFFERENTIAL CONTRIBUTIONSA consumer may purchase gold coins as an inflation hedge (functional value), it also gives a sense of security (emotional value) from the investment. Social, Epistemic & Conditional value may have little influence. In contrast, the same consumer may purchase a gold bracelet because it will be admired by those whose taste she respects (social value). The other 4 may have little influence.a) Functional value: Utility acquired from the choices attributes. Reliability, Durability, PriceFor cars -> Mileage, SpeedFor A/Cs -> Cooling, power Consumptionb) Social ValuePositive feeling due to utility acquired as a result of association between choice & specific social group.e.g. if all joggers wear Nike shoes then a new jogger would also like to wear Nike shoes.c) Emotional ValueCapacity to stimulate the consumers emotion or feelingse.g. Buying

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