How Consumer Behave Towards Nokia Mobile Phone

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gA Report on

HOW CONSUMER BEHAVE TOWARDS NOKIA MOBILE PHONE

A Report on

HOW CONSUMER BEHAVE TOWARDS NOKIA MOBILE PHONE

CONSUMER BEHAVIOUR
MKT 410

Submitted To
M Farhan Faruqui Lecturer, Department of Business Administration East-West University, Dhaka

Submitted by
Mirza Md. Maruf Khoshru S. M. Benzir Ahmed

Department of Business Administration East-West University, Dhaka

East-West University, Dhaka December 18, 2006
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ACKNOWLEDGEMENT
At first we want to pay our gratitude to all mighty Allah for preparing the report successfully. Then, we want to pass our gratefulness to our honorable course instructor, Mr. Farhan Faruqui, for giving us the opportunity to prepare a collaborative formal survey report and for giving us an overall concept on the Consumer behavior. His contribution to us can only be acknowledged but never be compensated. We would like to give a hearty thanks to all those respondents who were interviewed for the survey. Thanks to the writer of the book ,Consumer behavior-Building Marketing 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 about Consumer Behavior.

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Table of Contents

CHAPTER 1: INTRODUCTION CHAPTER 2: COMPANY PROFILE CHAPTER 3: 6 P’s of NOKIA CHAPTER 4: PROFILE OF THE TARGET MARKET CHAPTER 5: EXTERNAN INFLUENCE ON NOKIA CHAPTER 6: INFO. PROCESSING OF THE CONSUMER-NOKIA’S STRATEGY CHAPTER 7: NOKIA’S CONGRUENCE WITH THE PERSONALITY, EMOTION, LIFESTYLE & SELF-CONCEPT OF CONSUMERS CHAPETR 8: MOTIVATING CONSUMERS: NOKIA & COMPETITORS

05 07 10 14 20

23

37 38

CHAPTER 9: SHORTCOMINGS & SUGGESTED PROMOTIONAL STRATEGIES41 CHAPTER 10: CONCLUSION Bibliography Appendix 45 46 47

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Chapter 1: INTRODUCTION
ORIGIN OF THE REPORT:
This report is basically for meting the requirement of the coerce - “Consumer Behavior”. Our coerce Instructor Mr. Farhan Faruqui Department of Business Administration, East West University Assigned this report to us.

OBJECTIVES OF THE REPORT
This report is basically based on a survey. We surveyed on “Nokia” and tried to find out that “How consumer Behave towards Nokia Mobile Phone. For this purpose we measure the culture, Group Influence, Perception, Learning, Memory, Motivation, Personality, Attitude, Self concept and Life style for “Nokia”. At last we find out some shortcomings and suggest a strategy for “Nokia”.

SCOPE
In this we tried to cover as much as possible. We mainly focus on the Lifestyle, perception, attitude of consumer towards “Nokia mobile phone”. Other aspect of consumer behavior like Information Search, Alternative Evaluation and Selection, Post purchase process some other topic is out of our report.

METHODOLOGY
This report is based on collected information from the consumer. 60 consumers were interviewed for this purpose. Among the respondents 29 were male and 31 were female. 14 of them falls under the 15-20 age group, 33 of them falls in the 21-5-

26 age group, 4 of them are in the range of 26-35, 3 of them falls in the 35-45 age group and 6 of them were upper than 45 years of age. For this report we use both primary and secondary data analysis. We use different Bar chart and Pie chart And frequency for the better under standing of the report.

LIMITATION
Our report is fully based on the survey we had to depend on consumer’s interview. Most of the time the questioner was difficult for them so some time they give the wrong information. Lack of time was one of the greatest problems we faced while working on the topic. We had to maintain our classes and sit together for the report. Some time it was very hard to find out time to sit together. More over some of our group member was not cooperative at all. . At last we had some personal limitations while preparing this report, but we have tried hard to recover those problems as much as possible.

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Chapter 2:...
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