The document discusses consumer behavior towards mobile marketing. It summarizes Nokia's history and market segmentation strategies. Nokia targets different consumer segments with entry-level, classic, music, business, and premium series phones. In Pakistan, Nokia mainly targets entry-level and classic series consumers. The document also outlines the consumer decision making process, which involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Cultural, social, and psychological factors influence each step of the process.

1. Consumer Behavior towards MobileMarketing

2. Group MembersZohaib ul IslamArham AliMuzammilyounasBuyingDecisionKamranMukhtiarSadiaKhan

3. InformationMarket Targeting and Segmentation Consumer Decision making processFactors affecting Consumer behaviorPRESENTATION INCLUDE

4. First portable MobileInventor

5. What is Mobile?The Cellulartelephone (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.

7. 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):100,534Information OF NOKIA

8. Company offers its products in 150 countries. Its HQ is in Espoo, Finland. Other company of Nokia are in China , Hungry , Germany , Korea and IndiaNokia focused on building customer relationship and trust.

9. Building friendship and trust is the heart of Nokia brand.

10. Logo shows their brand personality.BRAND PERSONALITY

11. 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 etcClassic Series:(Rs 7,000-17,000) Nokia targeted decent people in this series . Sets include in this series are 6300,6233,6120,3120 etcN gage series:(Rs 8,000-16,000) Nokia targeted game lovers in this series . These sets include game like play station ,PSP and XboxMARKET SEGMENTATION

12. Xpress music:(Rs 13,000-35,000)In this series music lover are targeted. Sets are 5220,5310,5800,5610,5320 etcN-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 etcE-series:(Rs 18,000-60,000) This series is for business people. Sets include are E51,E66,E71,E61i,E90 etcPremium 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

13. In Pakistan a developing country nokia has mainly targeted Entry levelClassic Xpress music seriesN-SeriesMARKET TARGETING

14. ?

15. Nokia has created a distinct position in customer mind by

16. Nokia logo…..>

17. Slogan……>

18. Standard ring tone

19. Standard message tone

20. The specific message that is conveyed to the customers in every advertisement is;“Nokia enable you to get more out of life”MARKET POSITIONING

21. How the Level of Involvement Effects Decision Making Process?

22. 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.

23. Problem RecognitionInformation SearchCultural, Social, Individual and Psychological Factors affect all stepsEvaluation of AlternativesPurchasePostpurchase BehaviorConsumer Decision Making Process

24. 1:Problem or need recognitionIncreaseGapSizeExistentStateDesiredStateIncrease Intensity of (Need) Want

25. 2:Information SearchInformation is knowledge

26. The consumer can obtain information from any of several sources Internal Search

27. 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)

29. 3: Evaluation of AlternativesThe stage of the buyer decision process in which the consumer uses information to evaluate alternative brands inthe choice set.alternatives are evaluated on the basis of features, price, durability, style, size and brand value.

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

31. Largely available

32. Greater network coverage

33. Easily repaired

34. Changeable body casing

35. Updating software

36. Only dealing in mobiles “ Nokia is world third richest company ”WHY NOKIA

37. Brand Value:The NOKIA is the sixth fastest growing company in the world.

38. NOKIA is the third richest company in the world.

39. In Pakistan 63% people are using Nokia Mobiles.Steps between evaluation of alternative and purchase decision:Attitudeof othersEvaluationofalternativesPurchaseintentionPurchasedecisionUnantici-patedsituationalfactors

40. 4:PurchaseDecision

41. To buy or not to buy...MarketingDetermines which attributes are most important in influencing a consumer’s choice

42. Five Factors influencing Decisions1. Level of consumer involvement2. Length of time to make decision3. Cost of good or service4. Degree of information search5. Number of alternatives considered

43. 5:Post-PurchaseBehavior: post-purchase tension

44. Post- purchase BehaviourThe 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 behaviorConsumer purchases are highly influence by two factors.

45. Characteristics of Consumer behavior

46. Characteristics of Consumer behaviorMotivationMotive or (drive) A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

47. Characteristics of Consumer behaviorPerceptionThe process by which people select, organize and interpret information to from a meaningful picture of world.

48. Characteristics of Consumer behaviorLearningChanges in an individual’s behavior arising from experience.

49. Characteristics of Consumer behaviorBeliefsA descriptive thought or conviction that a person holds about something.

50. Characteristics of Consumer behaviorAttitudeA person’s relatively consistent evaluation, feelings and tendencies towards an object or an idea.

51. Characteristics of Consumer behavior

52. Characteristics of Consumer behaviorAge and life cycle

53. Characteristics of Consumer behaviorOccupation

54. Characteristics of Consumer behaviorEconomic Situation

55. Characteristics of Consumer behavior

56. Characteristics of Consumer behaviorCultureThe set of basic values, perceptions, wants and behavior by a member of society from family and other important institution

57. Characteristics of Consumer behaviorSub-CultureA group of people with shared value system based on common life experiences and situation.

58. Characteristics of Consumer behaviorSocial ClassRelatively permanent and ordered divisions in a society whose members share similar values, interests and behavior.

59. Characteristics of Consumer behavior

60. THANKSFor listening