A Report on

HOW CONSUMER BEHAVE

TOWARDS NOKIA MOBILE PHONE
A Report on
HOW CONSUMER BEHAVE TOWARDS NOKIA
MOBILE PHONE
CONSUMER BEHAVIOUR
MKT 410
Sub mi tted To
M Farhan Faruqui
Lecturer,
Department of Business Administration
East-West University, Dhaka
Sub m i tt e d by
Mirza Md. Maruf Khoshru
S. M. Benzir Ahmed
Department of Business Administration
East-West University, Dhaka
East-West University, !a"a
- # -
e$e%&er 1', #00(
- ) -
ACKNOWLE!EMEN"
At first we want to pay our gratitude to all mighty Allah for preparing the report
successfully !hen, we want to pass our gratefulness to our honora"le course
instructor, #r $arhan $aru%ui, for giving us the opportunity to prepare a
colla"orative formal survey report and for giving us an overall concept on the
&onsumer "ehavior 'is contri"ution to us can only "e acknowledged "ut never "e
compensated We would like to give a hearty thanks to all those respondents who
were interviewed for the survey !hanks to the writer of the "ook ,&onsumer
"ehavior-Building #arketing strategy made our works a lot easier At last we want
to thank our respected course teacher once again for giving us such an opportunity,
which will enhance our knowledge a"out &onsumer Behavior.
- 4 -
"a#$e of Contents
&'A(!E) *+ ,-!).DU&!,.- /0
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14
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&'A(!E) ?+ ;'.)!&.#,-9; < ;U99E;!ED ().#.!,.-AL ;!)A!E9,E;8*
&'A(!E) */+ &.-&LU;,.- 80
Bi"liography 85
Appendi@ 83
- * -
&hapter *+ ,-!).DU&!,.-
.),9,- .$ !'E )E(.)!+
!his report is "asically for meting the re%uirement of the coerce -
A&onsumer
BehaviorB .ur coerce ,nstructor #r $arhan
$aru%ui
Department of Business Administration, East West University Assigned this report
to us
.BCE&!,>E; .$ !'E )E(.)!
!his report is "asically "ased on a survey We surveyed on A-okiaB and tried to find
out that A'ow consumer Behave towards -okia #o"ile (hone $or this purpose we
measure the culture, 9roup ,nfluence, (erception, Learning, #emory, #otivation,
(ersonality, Attitude, ;elf concept and Life style for A-okiaB At last we find out some
shortcomings and suggest a strategy for A-okiaB
;&.(E
,n this we tried to cover as much as possi"le We mainly focus on the Lifestyle,
perception, attitude of consumer towards A-okia mo"ile phoneB .ther aspect of
consumer "ehavior like ,nformation ;earch, Alternative Evaluation and ;election,
(ost purchase process some other topic is out of our report
#E!'.D.L.92
- ( -
!his report is "ased on collected information from the consumer 5/
consumers were interviewed for this purpose Among the respondents 1? were
male and 4* were female *8 of them falls under the *0-1/ age group, 44 of them
falls in the 1*-
- + -
15 age group, 8 of them are in the range of 15-40, 4 of them falls in the 40-80 age
group and 5 of them were upper than 80 years of age $or this report we use "oth
primary and secondary data analysis We use different Bar chart and (ie chart And
fre%uency for the "etter under standing of the report
L,#,!A!,.-
.ur report is fully "ased on the survey we had to depend on consumer6s interview
#ost of the time the %uestioner was difficult for them so some time they give the
wrong information Lack of time was one of the greatest pro"lems we faced while
working on the topic, We had to maintain our classes and sit together for the report
;ome time it was very hard to find out time to sit together #ore over some of our
group mem"er was not cooperative at all , At last we had some personal
limitations while preparing this report, "ut we have tried hard to recover those
pro"lems as much as possi"le
- ' -
&hapter 1+ &.#(A-2 ().$,LE
-okia is the worldDs largest manufacturer of mo"ile devicesE a leader in e%uipment,
services and, solutions for network operators and a driving force in "ringing mo"ility
to "usinesses -okia is enhancing communication and e@ploring new ways to
e@change information ,n short, -okia is Aconnecting peopleB As in many
developing nations, mo"ile connections outstrip fi@ed lines in Bangladesh, which
introduced cell phones in *??1 After then -okia is an indispensa"le part for the
mo"ile user ,t has since witnessed rapid growth, with the num"er of users rising
to ** million in early
1//5 from 1//,/// in 1//* and analysts predict it will rise to over 1/ million "y
1//3 -okia "ecomes the most popular mo"ile phone set in Bangladesh
-.7,A &A)E
A-okia &areB F is the "ranch of -okia in Bangladesh !his year in Culy -okia has
set up a head%uarters in Bangladesh to oversee its mo"ile handset "usiness
in emerging Asian markets, including Bangladesh ,t is situated at 9ulshan *
,t6s operating its "usiness from Bangladesh for Asian markets, including
Bangladesh, ;ri Lanka, -epal, Bhutan and #aldives ,t has no franchiser or
licensee in Bangladesh
- - -
>,;,.- .$ -.7,A
&ustomer satisfaction stems not only from the products "ut also from how
effectively it interact with the community As -okia "ecomes more and more of a
glo"al entity, its o"ligations in terms of how it satisfies its stakeholders grow
-okia6s corporate responsi"ility programming reflects an increasing interest
G"oth internally and e@ternallyH in the impact its "usiness actions have on
communities from societal, environmental, and economic perspectives
As a market leader, the "est contri"ution it can make to the glo"al community is to
conduct the "usiness in a responsi"le way !his "elief drives its commitment to
creating ethically sound policies and principles that guide the team in their work
!he &orporate )esponsi"ility G&)H agenda is framed around the -okia >alues and
is carried out in all aspects of their work to ensure customer satisfaction and respect
and also to assist them in em"racing renewal and striving for achievement
-okia6s values are put into action with the help of the -okia &ode of &onduct, which
aims to reach "eyond legal compliance or reactionary positioning "y taking a
leading role in the various areas where society is affected "y the mo"ile
communication "usiness
!his translates into further action as we integrate &) ideas and work practices
throughout their various "usiness channels By striving to include all mem"ers of
-okia6s community in this process, they are demonstrating the overall
commitment to the "elief that responsi"ility is every"ody6s "usiness
- 10 -
'.;!.)2 .$ -.7,A
!he company is named after the -okia )iver in southern $inland, ne@t to which the
original -okia pulp mill was located We took our current form as a corporation
under the laws of the )epu"lic of $inland in *?53, upon the merger of three
separate $innish companies involved in a range of industries ,n the *?=/s, -okia
strengthened its position in the telecommunications, consumer electronics and
personal-computer markets ,n *?=1, we introduced the first fully-digital local
telephone e@change in Europe, and the world6s first car phone for the -ordic #o"ile
!elephone analogue standard ,n the early *??/s, -okia decided to make
telecommunications its core "usiness As a result, we divested a num"er of other
"usinesses, including paper, ru""er, footwear, chemicals, ca"les, aluminum and
television -okia6s decision to focus on telecommunications proved a visionary one
$ollowing the rapid growth of the industry over the past *0 years, our mo"ile
devices are now used "y virtually every demographic segment of the world6s
population
- 11 -
Chapter %& ' ()s of NOK*A
().DU&!
-okia "asically produce to kind of mo"ile sets 9;# < &D#A ,n our country 9;#
sets are highly focused "ecause there are three 9;# !elecommunication
company, while one &D#A telecommunication company
-okia has "asically focused on three categories of mo"ile set according to technical
facility < price !hey are
'igh end level+ --series G;uch as+ -3/, -34, -30, -?/, -?*, -?1, -?4
etcH
#id level+ 0 thousand series G;uch as+ 0*8/, 01// etcH, 5 thousand series G;uch
as+
55//, 514/ etcH, 3 thousand series G;uch as+ 350/, 35*/ etcH, = thousand
series
G;uch as+ ==0/, ==// etcH
Low end level+ * thousand series G;uch as+ ***/, **//, *5// etcH, 1 thousand
series G;uch as+ 1**1, 1*// etcH, 4 thousand series G;uch as+ 4*/=, 41// etcH
-okia is the only mo"ile phone company who has introduced our language Bangla
first in their set Bangla te@t, -okia 5/3/, -okia 5/5/, -okia 15*/, -okia
14*/, -okia *5//, -okia ***1, -okia ***/i and -okia ***/ sets feature Bangla
talking alarm, Bangla speaking clock, Bangla iconic interface, Bangla keypad and
Bangla games !o announce the Bangla support and its commitment to creating
products that Bangladeshis find easy to use, -okia released its range of products
with an advertising campaign featuring local scenes that depict how Isome things
- 1# -
only make sense in BanglaB
- 1) -
(LA&E
-okia is sold in different outlets around the world 'ere this map shows the
different places for -okia
Net+or,s "e-hno$o./ Mo#i$e e0i-es and Enhan-ements
&hina
$inland
,ndia
Customization and
Lo.isti-s Centre
United ;tates
BraJil
&hina
$inland
9ermany
9reat Britain
'ungary
,ndia
#e@ico
;outh 7orea
- 14 -
(),&E
A-okia is highly pricedB - most of the people "elieve that which came from
our survey &ommon people6s perception for high pricing is firstly, for "rand image
and secondly, for longer lasting period ,ts price has started from a"out 4,/////
BD! to
3/,///// BD! according to different models of sets But still having high price nokia
has a high value in its customer6s mind
().#.!,.-
!he promotion strategy of nokia is designed for its availa"ilities and ease of
usa"ility )ecently they are emphasiJing on the Bangla te@t As they introducing
the Bangla te@t in mo"ile phone, they are using it as their main promotion tool and
is reflected in their all sorts of promotion tools !hey are using "oth A!L Ga"ove the
line+ !> ads, paper adsH < B!L GBelow the line+ shop sign, poster, "annerH As they
have different age level users so they promote their product for generaliJed format,
for all
!> Ads
)ecently -okia has a very effective and interesting !> advertisement which
specifically focuses on Bangladeshis ,t shows the e@pression power of Bangla as
they have recently added the new option of using Bangla language in their mo"ile
phones ,t says, A-okia inside and outside the heartB
-ewspaper Ads
!hey use very colorful advertise to place it distinct in the consumer6s eye !hey use
different colors for different times !hey use interesting images and te@ts to attract
readers Usually papers ads are for the aged people who are attached with the
mass media
!he ;hop ;ign
Different shop6s sign"oards are today has colored with the name -okia !hey
use
Blue colors for the logo -.7,A in all cases and use tag line A&onnecting
(eopleB
Bill"oard
$or "ill"oard -okia uses foreign and country images to e@pose randomly !he
siJe of "ill"oard is *1K*= ft
('2;,&AL E>,DE-!;
-okia is today a very well known "rand here ,n most shops Geastern (laJa,
Bashundhara ;hopping #all, #otali" (laJa etcH -okia is displayed in front self with
transparent glasses and it6s easily visi"le while passing through
(A7A9,-9
!hey follow the packaging strategy "ased on their product category !hey
emphasiJe specially on mid < high end level mo"ile But still nokia is holding a
good position in product packaging !hey have posh packaging for the high end set
Chapter 1& (ROF*LE OF "2E "AR!E" MARKE"
7eeping the demographic and social factor in mind we place %uestions on different
age, se@, social gathering, leisure activity, sports, !> programs We the survey
findings we attempt to draw a profile on the target market
DE#.9)A(',& $A&!.);
Age
$rom total 5/ samples the here there are 44 persons who are from the age group
of
1*-10 years !he lowest is 40 F 80 years aged persons which contain 4
persons
Fi.ure 3& A.e
40
1*-10, 44
4/
10
1/
*0
*0-1/, *8
$re%uency
*/
0
15-40, 8
40-80, 4
80L, 5
/
*0-1/ 1*-10 15-40 40-80 80L
;e@
$rom total date we have found 4* female G01MH and 1? males G8=MH
Fi.ure 4& !e nder
$emale, 4*,
01M
#ale , 1?, 8=M
#ale
$emale
;.&,AL $A&!.)
Desired ;ocial &lass
Among the 5/ respondents most of them are interested to do "usiness oriented
No"
< their no is *5 G13MH !he second largest desired group is entrepreneur or
"usiness which no is *1 G1/MH !here are only * person G1MH has found
who wanted to do government service ,n others there are complete man, retired
person, "anker, get more promoted, famous person and successful grand mother
!a"le *+ Desired (rofession
esired (rofession
!roup Freq. M
!eacher 5 */
Entrepreneur *1 1/
9ovt ;ervice * 1
;ocial ;ervice 1 4
Any Co" 0 =
;pecialist = *4
Business .riented Co" *5 13
-o &omment 8 3
.thers 5 */
$amily ,ncome
!he social class of the target market has determined according to their
family income We decide that income level more than 8/,/// BD! is the
higher class,
4//// F 8//// BD! upper middle class, 1//// F 4//// BD! middle class, *////
F
1//// BD! lower middle class and less than *//// BD! are lower class $rom the
survey we found our respondents are 41M from upper class, *=M are from upper
middle class, 10M middle class, *0M lower middle class and */M are from
lower
class
Fi.ure%& Fami$/ *n-ome !roup
1/
*0
*/
$re%uency
0
/
Less
than
*//// -
1////
1//// -
4////
4//// -
8////
8////L
$re%uency
5 ? *0 ** *?
So-ia$ !atherin.
!he sampled respondents for our survey are not very fre%uently attaining social
gathering Among 5/ we got more than 0/M respondents attend in the
social gathering once or less than once in a month .thers used to attain in the
social
gathering fre%uently
Fi.ure 1& So-ia$ !atherin.
Less than once in a month *?
#ore than 8 in a month
0
!wice a month =
.nce a month *4
.nce a week *0
/ 0 */ *0 1/
.nc
e a
wee
.nc
e a
mon
!wic
e a
mon
#or
e than
8 in
Le
ss
th
$re%uency *
0
*
4
= 0 *
?
Leisure A-ti0it/
!o find out their leisure activity we set the %uestion that AWhat do you do during
leisureOB $rom the response we found that most of them used to watch !> or
movie which is 43M and the lowest on is in 9o to parties or concerts which is
4M ,n others section we found ,mage editing, ;leeping, )esearch, &hat, (laying
pool, -et Browsing, ;ketching, Listening #usic, ;ewing < ;hopping
"a#$e 4& Leisure A-ti0it/
Names Frequen-/ 5
&omputer 9ame 4 0
)eading "ooks ? *0
Watching !> or #ovie 11 43
(laying outdoor games 8 3
9o to parties or concerts 1 4
9ossiping 3 *1
!raveling 5 */
.thers 3 *1
Se$f Con-ept
!o know what they think a"out themselves we place a self concept test in our
survey %uestionnaire !he average respondents characteriJed themselves in the
resulting manner
-either Emotional nor )ational
-either 2outhful nor #ature
!hey are moderately organiJed
!hey are moderately formal
-either !raditional nor !rendy
!hey like color
&ultural $actor
!here are some cultural factors like sports, liking < disliking in !> programs
And they have important effect on accepting the product < to know these
cultural factors are truly "eneficial for the company for its promotion
Sports
We place 4 indoor < outdoor games for different category of respondents We
asked them to rate 4 sports $rom their rating we found &ricket noP*, &hase noP1
and (ool noP4 We found that only high society people are attracted to the game
(ool &ricket
< &hase are liked "y all walks of people
"6 (ro.rams
We set 4 open "o@es for our respondents to place their 4 favorite !> programs
According to the survey we found that women are very fond of 'indi ;erial < movie
and other items ,n most cases the senior age group showed their interests to the
Bangla !> programs But the most interesting thing is that the highest level has
achieved "y Bangla Drama < ;ports G*? responsesH !he second largest group
is
-ews G*0H
"a#$e %& Fa0orite "6 (ro.rams
Fa0orite "6 (ro.rams Freq.
'indi ;erial *
8
'indi #ovie ?
'indi #usic 4
'indi #agaJine 4
Bangla Drama *
?
Bangla #ovie 4
Bangla #usic G&lose Up *H ?
Bangla #agaJine ?
English #ovie 1
-ews *
0
;ports *
?
&artoon *
/
Documentary 0
.ther #usic ;how *
*
Wrestling 4
&hapter 0+ E:!E)-A- ,-$LUE-&E .- -.7,A
&UL!U)E < ,!6s ,#(L,&A!,.-;
&ultural factor are very important for product consumptions ,f there is a
mismatch with the culture < product the product cannot survive in the market
Re$e0ant Cu$tura$ 6a$ues
* ,n tr odu c i n g B an g l a + We Bangladeshis are very sensitive a"out our language
And for that -okia has recently has taken a very effective action that is
to introduce Bangla, which made a revolution in our mo"ile phone market
1 Us e r fri e n d l y + .ur people are not very much "other a"out technical staffs, so
among other mo"iles -okia6s use is easier ;o, ,t has cordially accepted "y
different level of people in our country
4 D i ff e r en t ( ri c i ng + !oday people from different walks of life used to have
mo"ile for own purpose And at the same time different people has different
income < different e@pectations ;o it has mo"iles for different level of
people
8 ' i gh D u ra " il ity+ Among others -okia is one of the most dura"le mo"iles in
our country As we are a developing country so many people are in low
income group ;o, they don6t change there mo"ile sets most fre%uently
Non 6er#a$ Communi-ations
* ,n their advertises -okia says Bangla is the "est way to e@press "ut they
didn6t mention specifically that they came with option "y which we can have a
chance to use Bangla in our cell phone
1 -okia has set which model no is **// it has a specialty which is the option to
use !orch Light !his option gra""ed "y the people from different level
especially poor and village people positively
!ENER ROLES
Actually there is no hard < fast segment for male and female on mo"ile
But generally -okia is mostly popular among young adult male users ,n our
culture males are most outgoing and active ;o, they prefer high pi@el camera, high
%uality picture, and high %uality sound and when the %uestion of choice comes the
reply come that -okia is the "est solution .n the other hand females generally like
light and colorful sets !hey don6t "other a"out those attri"utes of new generation
mo"ile phone As -okia has less light set so females use less -okia mo"ile sets
rather than males
!RO7( *NFL7ENCE
As mo"ile are not convenient goods so people think for purchasing it ;o it6s mostly
influenced "y group, especially family (eople used to have an effort to know a"out
the product
"/pe of *nf$uen-e
!here are many influences which make customer6s influenced to purchase
-okia
,nformational ,nfluence
,t6s the moistly used "rand ;o all the time we hear the name good a"out -okia like
dura"le, light easy to use As only hearing from surrounding information we
purchase -okia, so surely it is informational influence
-ormative
As -okia is more dura"le so people like "uy it for longer lasting %uality, "ut all the
times they don6t deserve it
>alue E@pressive
Users think themselves that they are posh and need to use -okia as there is a
"elief that posh people use -okia
C2A("ER '& *NFORMA"*ON (ROCESS*N! OF "2E
CONS7MER8NOK*A)S S"RA"E!9
,nformation processing is an important thing to "ring the information to the
consumer and to do it successfully -okia has e@pose the information "oth randomly
and deli"erately to gra" the attention of their target customer -okia use their
information in such a way that is easy to understand and interpret (erception
(E)&E(!,.-
E:posure+ -okia tries to e@pose their information "oth randomly and
deli"erately in many ways such as+
! >+
!> ads are the mostly used media for -okia to e@pose its information !he ads take
place fre%uently "ecause nokia wants to e@pose its information even while Jipping
or Japping
- e w s paper
-okia placing their ads in the all -ational daily newspaper
fre%uently
B i ll "oa r ds
Bill"oards are the most effective way to reach the people who are on the
street, -okia also use it "ut there are few "ill"oards
!here are also posters and "anners to e@pose
information
Attention
Attention occurs when the stimulus activate one or more sensory receptor
nerves and the resulting sensation goes to "rain for processing -okia tries to gra"
attention mainly through the following ways
Stimu$us fa-tor
!here are some stimulus factors for gra""ing the attention of -okia6s target
customer ;uch as+
w ; i Je
Large "ill"oard, "anners and posters are the "est
e@ample
w & o l or
&olorful newspaper ads in the inside page of the newspaper &ommonly it
is a colorful ad in the "lack and white page !hat isolates their ads from
other news and other "lack and white ads
!hey place color full ads which are medium in siJe and containing model
num"ers of the mo"ile sets other information and price of the sets to transfer
its e@pose to attention
w (osition
,n newspaper they often place their ads in inside of pages mostly page no
4 or 0 !hey don6t give ads in the front page or in the "ack page !here are
few "ill"oards "esides roads
w ,n fo r ma ti on % uan ti ty
,nformation %uantity is high "ecause it6s a technical product !hey say in
their tag line A&onnecting peopleB which they show "oldly
*ndi0idua$ fa-tor
(eople "uy mo"ile set for a long term use And at the same time people like to see
it as easy product ;o when people purchase mo"ile phone they manipulate a lot
;o the advertisement should come fre%uently in the mind of consumers -okia
has done it successfully
Situationa$ fa-tor
w (rogram ,nvolvement
-okia has a generaliJed market which contains people from all walks of
life ;o they make their promotions in a commonly accepted manner
*nterpretation
,nterpretation is the assignment of meaning to sensation the factor that affects the
interpretation of -okia is as followsQ
Co.niti0e *nterpretation
(rocess where "y stimuli are placed into e@isting categories of meaning ,n -okia
--
34 mo"ile6s ad there feature is that it6s a music edition ;o depend on the thoughts
of i(od -okia developed it < people interpret the set as like as i(od
Affe-ti0e *nterpretation
!he emotional or feeling response triggered "y the stimulus such as an ad And
-okia has done it tremendously in this sector Because in their ad they are focusing
our mother language and that has an emotional effect on targeted people
Sensor/ is-rimination
-okia has placed their ads as a manner to discriminate it from other availa"le
"rand
*ndi0idua$ -hara-teristi-s
E:pe-tation
!he e@pectation of individuals should match with the individual interpretation !he
design is a good e@ample in this regard ,t is e@pected the e@pensive set will "e
stylish and sometimes colorful -okia Nust do so !he same thing is also
applica"le for packaging also And -okia has Nust fulfilling the e@pectations of its
customers
Stimu$us Chara-teristi-s
Lo.o
-okia6s Logo is very simple ,t contains only the name and sometimes the tag
line
LEARN*N!
Learning is any change in the content or in the organiJation in long term memory or
"ehavior Learning is a"out -okia is high involvement learning situational
product As it6s not a convenient product so it is not purchased fre%uently in our
country ;o, it needs a lot of learning "efore purchase
Learnin. "heories
w C$assi-a$ Conditionin.
-okia use classical conditioning in their ads !hey paired some common
dialogues of Bangla in their advertisements with their product ;uch as+
ABhalo Achi Bhlo !hekoB or A7hailai &hatven -a khailei (ostai"enB !hey use
tag line for it is AAnotora Bahira BanglaB When these words heard the
name
-okia comes in people mind
w Operant Conditionin.
!hey don6t use it "ecause they don6t go for any price discount or any free
>icarious #odeling
-okia used to learn it6s customers that e@pressing Bangla is easier ;o
the customers can learn the feeling and e@perience of using -okia sets
Chara-teristi-s of Learnin.
w *mportan-e
As -okia is a high involvement product so it6s of learning is more
w Messa.e *n0o$0ement
-okia use interesting words and for that consumer can recall
it
w Reinfor-ement
A positive reinforcement is a pleasant and desired conse%uence if one is
satisfied to -okia he will "uy it again $rom the survey we found that 5=M <
people use -okia another use other company set We also found that
81M will definitely "uy -okia and 40M people will pro"a"ly "uy it !hat
means -okia creates a positive reinforcement
w Repetitions
!hey fre%uently use !>, -ewspaper, Banner, (osters, and Bill"oards F
so that the product can remain its position in consumers mind And that can
influence purchase We found from the survey that -okia is has strongly
positioned itself in their users mind that6s why the unaided recall rate is
the
highest
Fi.ure ;& Re-a$$ Rate
E@tingtion *?
Aided 0 =M
41M
Aided
UnAided
E@tingtion
UnAided 45
5/M
w *ma.er/
!hey use high imagery in the ads such as+ the word "ehind rickshaw or
the words written on the wall
)esult of the a"ove findings says it6s in high
learning
MEMOR9
-ormally we know that, memory is the storage of information Actually the memory
is the total accumulation of prior learning e@perience ,t consists of two inter-related
components+ short term memory and long term memory
Short "erm Memor/
,t has a limited capacity to store information and sensation Actually it6s not used for
storage in the usual sense of that term !here are 1 "asic type of information
processing activities occur in short term memory
E$a#orati0e Memor/
,t6s the previously stored e@perience, value, "elief, attitude < feelings to
interpret and evaluate information -okia --series is the high price mo"ile phone
!orch light means -okia **//
w #aintenance )ehearsal
!hey give fre%uently !> ads, papers ads with price information to keep the
product in consumer6s short term memory
Lon. term memor/
,t6s viewed as unlimited < permanent storage of information !here are 4 type of
long term memory
w Semanti- memor/
7nowledge of -okia6s dura"ility, user friendliness and high status phone is
the ;ymantec memory for a person for -okia
w Episodi- Memor/
#ay "e the first used phone of a person is -okia < he can recall
it
w S-hemati- Memor/
;chema contains product characteristics usage situation, episodes <
affective reaction !he source of schema is personal e@perience, "ut
other aspects may "e completely partially "ased on marketing activities
Fi.ure '& Semanti- memor/ <No,ia=
N."ia
/ra&0e
1/n
1as!i.na&0e User 1rien20y
Str.n3
4./n3
M/si$ A22a
M.2e0s 4./t!
M/s$0es Ha&i&
1rien2s
N.&e0
5UICE
6y%
Ci3arette
C2AN!*N! A""*"7E 8 A *FF*C7L" "ASK
A""*"7E OF "2E (EO(LE S2OW "OWARS
MOB*LE
9enerally nokia is the highest selling "rand in Bangladesh When people think to
purchase mo"ile phone set they first think a"out -okia $ew people "uy mo"ile
phone set other than nokia ,n our country most of the people have the perception
that nokia is the "est ,n our survey we found that -okia6s dura"ility is more
than other mo"ile set availa"le in the market ,n the %uestion of dura"ility all the
respondents rate -okia as the highest dura"le set User friendly is one other
attri"ute for that nokia set a "elief in their consumers mind !his is the second
attri"ute that all consumers agree on it ,n other %uestion they have difference in
thoughts ,t is actually the result of the "etter feature, function and the tested
reality of the product !his attitude is also formed for the group, family, culture and
other attitude o"Nect
MEAS7REMEN" OF CO!N*"*6E COM(ONEN"S
!he cognitive component consists of the "elief that the people have towards
different mo"ile phone sets !o measure the cognitive component towards -okia we
asked consumer to place their "eliefs a"out nokia and their ,deal set in a semantic
differential scale !o fully evaluate it we also asked them to place their "elief a"out
siemens mo"ile phone set As siemens is one of their competitors we
compare -okia with ;iemens We then took the simple average of the respondent6s
"eliefs towards the mo"ile sets of -okia, ;iemens and an ,deal mo"ile set on factor
!he position of these averages on the scale, the weighted of each factor and the
final results are given "elow for each type of mo"ile set
No,ia 6s Siemens
Lo+ (ri-e ;
I
- 2i.h (ri-e
"raditiona$ ; -
I
Fashiona#
$e
Lo+ Status ;
- I
2i.h
Status
Less ura#$e ;
- I
2i.h
ura#$e
G'ere, IR ,deal ;et, -R -okia, ;R
;iemensH
9iving a weight of 4/M to price, 1/M to fashion, 1/M to status and 4/M to dura"ility
we find,
Attitude towards nokia R 0/
Attitude towards ;iemens R 11/
$rom this analysis we find that consumers "elief towards -okia is favora"le than
;iemens ,n the price and fashion factor nokia and siemens are not very far, "ut the
status and the dura"ility made the difference more -okia is all most the kind of set
that consumer wants ,n pricing factor the average consumer think that nokia is a "it
highly priced, and in the %uestion of fashiona"le set consumer rate -okia a little
"elow the ideal one ,n the %uestion of status and dura"ility most of the consumer
places "oth -okia and an ideal set in the same rank
MEAS7REMEN" OF AFFEC"*6E COM(ONEN"S
$eelings or emotional reactions to an o"Nect represent the affective component of
an attitude As -okia is a high awareness "rand in our country, it is clearly viewed
that -okia has a strong position in its consumers mind !o measure the affective
component, a likert scale was used !he scale along with the total results is shown
"elow
"a#$e 1& Measurin. the Affe-ti0e -omponent.
;trong
ly
agree
Agre
e
-either
agree
nor
Disagree
Disagr
ee
;trong
ly
Disagr
ee
, like nokia 45 *? 1 / /
-okia is over (riced 1 *? 11 *4 *
-okia is a is also a sym"ol of fun 1 1* ** *3 5
-okia is User friendly 4? *5 1 / /
-okia is non traditional < youthful ? 14 */ *4 1
$rom this ta"le it is clearly viewed that -okia has a strong position its customers
mind #ost of them like nokia $rom our survey we found no disliking a"out -okia
#any people think that nokia is over priced while the largest portion of the
respondent think it is ok and some people disagree that -okia is over priced
We measure the affective component in other way We give weight to the each
%uestion are as follows
, like nokia 4/
M
-okia is over (riced 10
M
-okia is non traditional < youthful */
M
-okia is User friendly 10
M
-okia is a is also a sym"ol of fun */
M
After that -okia6s affective score
is
1
/
$rom this we also can understand that how well nokia affects their
consumer6s emotion and fallings
MEAS7REMEN" OF BE2A6*ORAL COM(ONEN"S
!he "ehavioral component of an attitude is ones tendency to respond in a certain
manner During this survey we tried to find that which mo"ile sets they are "uying
for use $or this purpose we set a %uestion to find out the answer that is AWhich do
you
have nowOB We find a positive result for
-okia
Fi.ure ;& usa.e of different mo#i$e set
5?M
4M
0M
*/M
-okia
;iemens
;amsung
#otorolla
;ony-Ericsson
=M
;agem
0M
$rom this graph we can see that 5?M of the mo"ile phone user use -okia
#otorola has the second positionE it has gra""ed only */M percent of the mo"ile
user and the rest 1*M is other mo"ile phone user
A""*"7E C2AN!E S"RA"E!*ES B9 NOK*A
-ow-a-days world6s largest companies are fre%uently changing their customers6
attitude towards their products -okia is using cognitive, affective and "ehavioral
components to change the attitude of its target market
Chan.in. the -o.niti0e
-omponent
A common and effective approach to changing attitude is to focused on the
cognitive components $or "asic marketing strategies -okia uses 1 cognitive
components to change the cognitive attitude
Add Be$ief
At first mo"ile was only used as communication device And -okia is used for
its high dura"ility But after introducing multimedia in mo"ile phone set they add the
"elief the -okia is also a source of fun
Shift *mportan-e
-okia has also shifted the importance "y introducing !orch light in -okia **//
model which is mostly used in village areas And this has also shifted its
importance from dura"ility to different usage
Chan.in. the affe-ti0e
-omponent
C$assi-a$ -onditionin.
-okia has paired the mo"ile with music A-okia !uneB and it6s advertised
product
Affe-t to+ards the ad>+e#sites
Liking the advertisement generally increase the possi"ility to "uy the product
and
-okia use emotional appeal to change the attitude of its target
customers
C2A("ER ?& NOK*A)S CON!R7ENCE W*"2 "2E
(ERSONAL*"9@ EMO"*ON@ L*FES"9LE A SELF8
CONCE(" OF CONS7MERS
(ersonality is an individual characteristics response tendency across similar
situation While motivations are energiJing and directing force that makes
consumer "ehavior purposeful and gold directed the personality of the consumers
guides and directs the "ehavior chosen to accomplish goals in different situations
(roNection of personality
,n survey there was a %uestion on self concept 'ere is our
finding
3 4 % 1 ; ' ?
)ational v Emotional
#ature v 2outhful
.rganiJed v UnorganiJ
ed
$ormal v ,nformal
!raditional v !rendy
&olorless v &olorful
!he finding says most of them are in neutral position (eople are
moderately organiJed and formal and people like colors
,s -okia proNecting their personality
Electing positive emotions
#atching self-concept
$itting into lifestyle
Does -okia fit into their lifestyle
C2A(E"R B& MO"*6A"*N!
CONS7MERS& NOK*A A COM(E"*"ORS
Mar,et S-enario
-okia is in Bangladesh since !elecommunication sector has "een introduced in or
country -ow it has the highest market share according to our survey "ut many other
mo"ile phone companies is now in the market and they are doing well !hough the
su"scri"er of different telecommunication company is increasing day "y day
and new telecommunication companies are introducing, -okia has a chance to
e@pand its position
Moti0es for #u/in. Mo#i$es
!he "asic motive of having mo"ile phone is to use it as a communication device
to "e connected As new features are adding in the mo"ile phone set so it is no
longer only a communication device -ow it is a source of fun or enNoyment ;o now
a days people, mostly the young peoples manipulate a lot of feature in the
mo"ile phone set, such as 'igh Dura"ility, (restige, Better ;ound %uality, 'igh
)esolution &amera, 'igh %uality picture -ow a days mo"ile phone is one of
the part of fashion, so they are also very conscious a"out the fashion of the mo"ile
phone set
No,ia Strate./
At -okia, customers remain the top priority &ustomer focus and consumer
understanding must always drive its day-to-day "usiness "ehavior -okia6s priority
is to "e the most preferred partner to operators, retailers and enterprises
-okia will continue to "e a growth company and -okia will e@pand to new
markets and "usinesses World leading productivity is critical for its future
success !he "rand goal is for -okia to "ecome the "rand most loved "y our
customers
,n line with these priorities, -okia6s "usiness portfolio strategy focuses on five
areas, wit each having long-term o"Nectives+
- &reate winning devices
- Em"race consumer ,nternet services
- Deliver enterprise solutions
- Build scale in networks
- E@pand professional services
$or the purpose to find why people use nokia or might use nokia we set a
%uestion in our survey, and the result is
!here are 1 strategic assets that -okia will invest in and prioritiJe+
- Brand and design
- &ustomer engagement and fulfillment
Reasons for #u/in. No,ia
9enerally people "uy -okia for some specific cause Among them the
most responded options are+ 'igh Dura"ility and easy to use
Fi.ure '& Reasons for #u/in. No,ia
$re%uency
10
1*
1/
1/
*0
?
*/
5
0
1 1
/
/
Dura"le Easy to Use 'igh (i@el
&amera
Warranty
C2A("ER C& S2OR"COM*N!S A S7!!ES"E
(ROMO"*ONAL S"RA"E!*ES
!hough -okia is a high awareness "rand in Bangladesh, it has some
shortcomings in their promotional strategies
;'.)!&.#,-9;
Bi$$#oard
!here are very few "ill"oards of -okia in different places And the siJe of that
"ill"oard is not too "ig, and for this reason in most cases it cannot give random
e@posure to the people #oreover in some cases their "ill"oards are out of the sight
(aper Ad0ertisement
!hey don6t use a too color and movements in their print ads .ther important thing
is that they don6t use to put ads in front < "ack page
Ser0i-in. Booth
-okia is widely used mo"ile set in Bangladesh ,t has one service centre in
9ulshan
*, Dhaka $or having one service centre it sometimes "ecomes difficult for
the customers to avail of the service opportunity
S7!!ES"E S"RA"E!*ES
Bi$$#oard
-okia should increase the siJe of it6s "ill"oard as well as num"ers ,t should
have the "ill"oards in such as area so that it can have random e@posure
(aper Ad0ertisement
-okia should do more advertisement on first or last page rather than other pages
!he other thing that it can do is, it can color the ads among "lack < white advertises
and "lack < white advertise among colorful advertises given in the newspaper !hey
can use an image which shows movement !hey can also take initiative to isolate
their ads using increasing or decreasing contrast
"6 ads
-okia can give fre%uent advertises for !> on or "efore -ews, 'indi serial,
Bangla drama as we found the most rated favorite !> programs
Ser0i-e Centre
As -okia has a good no of user so they should have different service canters
in different parts of the country !hat will ensure more easy < relia"le service
Reinfor-ement
-okia generally don6t have any pay-off, even in any special days Glike+ Eid,
victory day, new year etcH ;o if they take this strategy that will increase their sales
Sponsor Ship
-okia can sponsor on sports like &ricket as most people in our country rated it
noP* where among other 1 were chase < pool
(ri-in.
We found that most of the respondents "elieve that -okia is a "it e@pensive which
is une@pected We found it from the rating of their ideal one ;o from the
a"ove findings it can "e said if -okia change its pricing strategy and set the price
level a "it lower it will "e good for its sales
(erpetua$ Map
(restigious
A
D
& E
B
E@pensive Economical
$
9
&ommon
Le.end
A+ -okia, B+ ;iemens, &+ #otorolla D+ ;amsung, E+ ;ony Ericsson, $+ L9, 9+ ;agem
C2A("ER 3D & CONCL7S*ON
-okia is a large company in the world which is working in Bangladesh since *??1
officially after introducing the telecommunication sector here ,t has a high "rand
image ,f the company follow the suggested strategies it can grow more
Bi#$io.raph/
&onsumer Behavior + Building marketing ;trategy "y Del , 'awkins, )oNer C
< Best, 7enneth A &oney
Appendi: *
Samp$e Sur0e/ Sheet
A sur0e/ on
2o+ -onsumer #eha0es to+ards
No,ia mo#i$e phone
-ame+
QQQQQQQQQQQQQ
QQQQQQQQQQQQ
.ccupationQQQQQQQQ

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1/ w 1* -
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40 w 40 -
80 w 80 L
/1 2our se@O S T # S T $
/4 What do you want to "e in futureO
QQQQQQQQQQQQQQQQQQQQQQ
/8 'ow many times do you attend a social
gatheringO
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/3 What do you do
during leisureO
w

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p
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g
a
m
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w )eading "ooks
w Watching !> or movies
w (laying outdoor games
w 9o to parties or concerts
w 9ossiping
w !raveling
w .thers G(lease specifyH
w
w
w
/= )ank three sports according to your preference GE@ample+
&ricketR&, $oot"allR$, (oolR(, !ennisR!, BadmintonRBH
/? -ame three of your favorite !> programs
w
w
w
*/ &omplete the tag lineKslogan of -.7,A &&
** What comes first after hearing the word -okiaO
w Dura"le
w ;tylish
w $ashiona"le
w E@pensive
w 'igh %uality (icture
w 'igh (i@el camera
w 'igh %uality sound
*1 Why you or might use -okiaO
w Dura"le
w $ashiona"le
w Easy to use
w 'igh %uality (icture
w 'igh pi@el camera
w 'igh %uality sound
w Warranty
Low (rice 'igh (rice
!raditional $ashiona"l
e Low ;tatus 'igh ;tatus
Less
Dura"le
#ore
Dura"le
*4 (lace /our #e$ief of the different attri#utes of -okia, ;iemens < an ideal
one in the 3 spaces "elow Write I-I for -okia, I;I for ;iemens and I,I for an
ideal mo"ile set
*8 (lace the mentioned mo"ile phone set a--ordin. to /our #e$ief in the 3
places "elow A place can "e occupied "y more than one set AH -okia BH
;iemens &H #otorola DH ;amsung EH ;ony Ericsson $H L9 9H ;agem GCust
write the relevant GA, B, &H in the "lank spaceH
(restigiou
s
&ommon
E@pensive Economic
al ;tylish !raditional
;tron
gl
y
Agree
Agre
e
-either
Agree nor
Disagree
Disagr
e
e
;trong
l
y
Disa
gr , like -okia
-okia is overpriced
-okia is also a sym"ol of fun
-okia is user friendly
-okia is non-traditional
and youthful
*0 (lace /our $e0e$ of a.reement with the statements "elow "y placing a
tick mark
*5 What will "e /our su..estion for pur-hasin. a mo#i$e setO
-----------------------
*3 Which mo"ile set do /ou ha0e no+O
-------------------------
*= Which one will you purchase ne:t in the ne:t timeO
-----------------------
)ational Emotional
2outhful #ature
.rganiJe
d
UnorganiJe
d $ormal ,nformal
!radition
al
!rendy
&olorless &olorful
*? 'ow do /ou des-ri#e /ourse$fO (lace with a tick mark, where you stand in
the spaces "elow
Thank you for your response.