consumer behavior towards mobile
TRANSCRIPT
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