Consumer Behavior towards Mobile

Marketing

Group Members

BuyingDecision

Arham Ali

Zohaib ul Islam

Muzammilyounas

Sadia KhanKamran

Mukhtiar

Information

Market Targeting and Segmentation

Consumer Decision making process

Factors affecting Consumer behavior

PRESENTATION INCLUDE

First portable MobileInventor

What is Mobile? The Cellular telephone (commonly

"mobile phone" or "cell phone" or "hand phone") is a long-range, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone, current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video.

Nokia is a Finland based company, incorporated in 1967.

Nokia started of as a pulp, rubber and cable manufacturing company to a major manufacturer of mobile devices.

It’s the leading manufacturer of mobile devices.

Nokia offers a wide range of mobile devices with the experience in music, video, imaging, gaming and a lot more.

Company recorded revenues in 2008 is 71485.90M,Employees (2008):100,534

Information OF NOKIA

Company offers its products in 150 countries. Its HQ is in Espoo, Finland. Other company of Nokia are in China , Hungry , Germany , Korea and India

Nokia focused on building customer relationship and trust.

Building friendship and trust is the heart of Nokia brand.

Logo shows their brand personality.

BRAND PERSONALITY

Entry level:(Rs 2,500-6,000) Nokia targeted low income people and first

time mobile buyers in this series . Sets include are 1200,1208,1100,1110,1112 etc

Classic Series:(Rs 7,000-17,000) Nokia targeted decent people in this series . Sets

include in this series are 6300,6233,6120,3120 etc N gage series:(Rs 8,000-16,000) Nokia targeted game lovers in this series .

These sets include game like play station ,PSP and Xbox

MARKET SEGMENTATION

Xpress music:(Rs 13,000-35,000) In this series music lover are targeted. Sets are

5220,5310,5800,5610,5320 etc N-series:(Rs 18,000-50,000) This series is also called multimedia computer.

Named as on step ahead multimedia.Sets are N70,N73,N95,N96,N80,N81,N91 etc

E-series:(Rs 18,000-60,000) This series is for business people. Sets include are

E51,E66,E71,E61i,E90 etc Premium series:(Rs 80,000-1,500,000) In this series nokia targeted people which show

visual status. Sets include in this series are Sephira arte,8800Gold,8800arts etc

In Pakistan a developing country nokia has mainly targeted

Entry level Classic Xpress music series N-Series

MARKET TARGETING

?

Nokia has created a distinct position in customer mind by

Nokia logo…..> Slogan……> Standard ring tone Standard message tone The specific message that is conveyed to

the customers in every advertisement is;

“Nokia enable you to get more out of life”

MARKET POSITIONING

How the Level of Involvement Effects

Decision Making Process?

What is Decision process?

Decision making process is the process undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service.

Consumer Decision Making Process

Postpurchase Behavior

Postpurchase Behavior

PurchasePurchase

Evaluation of AlternativesEvaluation

of Alternatives

Information SearchInformation Search

Problem RecognitionProblem Recognition

Cultural, Social, Individual and Psychological

Factors affect

all steps

Cultural, Social, Individual and Psychological

Factors affect

all steps

IncreaseGapSize

Increase Intensity of (Need) Want

ExistentState

DesiredState

1:Problem or need recognition

2:Information Search

Information is

knowledge

The consumer can obtain information from any of several sources

Internal Search

Personal Sources:

(family, friends, neighbors etc)

Commercial Sources:

(Advertising, Sales people, Dealers etc)

Public Sources:

(Mass Media, Consumer Rating

Organization)

Experimental Sources:

(Handling, Examining, Using the

product)

3: Evaluation of Alternatives

The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in

the choice set. alternatives are evaluated on the basis of features, price, durability, style, size and brand value.

The largest market share ever gained by Nokia is in Peshawar 88% more than allover Middle East and Africa

Largely available Greater network coverage Easily repaired Changeable body casing Updating software Only dealing in mobiles “ Nokia is world third richest company ”

WHY NOKIA

Brand Value:

The NOKIA is the sixth fastest growing company in the world.

NOKIA is the third richest company in the world.

In Pakistan 63% people are using Nokia Mobiles.

Evaluationof

alternativesPurchaseintention

Unantici-pated

situationalfactors

Attitudeof others

Purchasedecision

Steps between evaluation of alternative and purchase decision:

4:PurchaseDecision

Determines which attributes

are most important in influencing a

consumer’s choice

To buy or not to

buy...

Five Factors influencing Decisions

1. Level of consumer involvement2. Length of time to make

decision3. Cost of good or service4. Degree of information search5. Number of alternatives

considered

: post-purchase tension

5:Post-PurchaseBehavior

Post- purchase Behaviour

The stage of the buyer decision process in which the consumer take further action after the purchase, based on their satisfaction or

dissatisfaction. The people who own the phone have rated it

between "very good" and "excellent" .They are also happy with the features and the total experience of the phone.

Characteristics of Consumer behavior

Consumer purchases are highly influence by two factors.

Internal

Psychological

Personal

Characteristics of Consumer behavior

Psychological Factors

Motivation

Perception

Learning

Beliefs

Attitudes

Characteristics of Consumer behavior

Psychological Factors

Motivation

Perception

Learning

Beliefs

Attitudes

Motivation

Motive or (drive) A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

Characteristics of Consumer behavior

Psychological Factors

Motivation

Perception

Learning

Beliefs

Attitudes

Perception

The process by which people select, organize and interpret information to from a meaningful picture of world.

Characteristics of Consumer behavior

Psychological Factors

Motivation

Perception

Learning

Beliefs

Attitudes

Learning

Changes in an individual’s behavior arising from experience.

Characteristics of Consumer behavior

Psychological Factors

Motivation

Perception

Learning

Beliefs

Attitudes

Beliefs

A descriptive thought or conviction that a person holds about something.

Characteristics of Consumer behavior

Psychological Factors

Motivation

Perception

Learning

Beliefs

Attitudes

Attitude

A person’s relatively consistent evaluation, feelings and tendencies towards an object or an idea.

Personal Factors

Age and life cycle

Occupation

Economic situation

Characteristics of Consumer behavior

Characteristics of Consumer behaviorPersonal Factors

Age and life cycle

Occupation

Economic situation

Age and life cycle

Characteristics of Consumer behaviorPersonal Factors

Age and life cycle

Occupation

Economic situation

Occupation

Characteristics of Consumer behaviorPersonal Factors

Age and life cycle

Occupation

Economic situation

Economic Situation

Characteristics of Consumer behaviorCultural Factors

Culture

Sub culture

Social Class

Characteristics of Consumer behavior

Cultural Factors

Culture

Sub culture

Social Class

Culture

The set of basic values, perceptions, wants and behavior by a member of society from family and other important institution

Characteristics of Consumer behaviorCultural Factors

Culture

Sub culture

Social Class

Sub-Culture

A group of people with shared value system based on common life experiences and situation.

Characteristics of Consumer behaviorCultural Factors

Culture

Sub culture

Social Class

Social Class

Relatively permanent and ordered divisions in a society whose members share similar values, interests and behavior.

Social Factors

House hold Type

Reference groups

Roles and status

Roles in buying process

Characteristics of Consumer behavior

THANKSFor listening