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Report on Marketing Consumer Behavior Nokia

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Added on  2020-05-28

Report on Marketing Consumer Behavior Nokia

   Added on 2020-05-28

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Running head: Marketing consumer behavior Marketing consumerbehavior
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Marketing consumer behavior Table of ContentsIntroduction.................................................................................................................................................3Consumer behavior.....................................................................................................................................3Importance of consumer behavior..............................................................................................................4Description of organization.........................................................................................................................4Consumer profile.........................................................................................................................................5Primary market........................................................................................................................................6Secondary market....................................................................................................................................7Issue identification......................................................................................................................................8Conclusion...................................................................................................................................................8References...................................................................................................................................................92
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Marketing consumer behavior IntroductionThe main aim of this task is to measure and analyze the significance of consumerbehavior. It explains how consumer behavior affects success and growth of the firm. The successand growth of the firm depend on the potential consumers. The consumer is important successfactor to attain long-term mission and vision of the firm. Furthermore, Nokia has selected in thereport to explain the issues related to consumer behavior. Nokia is innovative technologycompany who provides innovative products to the customers. In addition, it explains howconsumer behavior helps to resolve and handle the issues and barriers of the organization. It alsodescribes the primary and secondary market of Nokia. Consumer behavior Consumer behavior is the study of groups, individuals, organizations and all the activitiesand operations associated with the purchase, disposal and use of goods and services, includingthe consumer’s mental, emotional and behavioral responses that follow and precede theseactivities and operations. The study of consumer behavior is considered with all the aspects ofpurchasing behavior from pre-purchase activities and operations through to post-purchaseutilization, measurement, and disposal activities (Goel, Hofman, Lahaie, Pennock & Watts,2010). In consumer behavior process, the consumer either directly or indirectly involves in thepurchasing decisions. In addition, customer relationship management helps to analyze andmeasure the customer behavior. Consumer behavior is considered as the actions and decisionsthat affect the activities of a consumer (De Mooij, 2010). Mainly, the selection process involvedin purchasing is based on reasoning and emotions. The study of consumer behavior is not onlyhelp to explain and understand the past but also helps to estimate and predict the future. Thereare several factors that influence the buying behavior of the consumers. Marketing campaignsand advertisement play a greater and significant role to influence the purchasing decisions madeby customers (Mullen & Johnson, 2013). Furthermore, economic conditions and circumstancesalso influence the activities and operations of the market. Along with this, consumer behavior isalso affected by various shades of dislikes, likes, morals, priorities, and values. Group influencealso affects the buying behavior of the consumers. The primary group includes classmates,3
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Marketing consumer behavior family members, and neighbors that have a direct impact on the buying decisions of a consumer.The consumers analyze and evaluate their purchasing capacity and potential before makingeffective decisions to purchase the products and services (Solomon, 2014). Importance of consumer behavior It is essential for marketers to measure and analyze consumer behavior. This helpsmarketers to understand and investigate the way in which consumers behave so that they can saletheir products and services in the competitive market. The firm should understand and evaluateconsumer behavior in order to generate profitability and revenue. The study of consumerbehavior helps to fulfill the needs, requirements, and desires of the consumers (De Mooij &Hofstede, 2011). Consumers play an integral role in marketing to beat the competitors in thecompetitive market. It plays an integral role for the organization to make decisions regardingwhether a business and trade succeed or fails. Additionally, the firm can attain its long-termoperations and vision by analyzing and evaluating the needs, wants, and requirements of theconsumers (Darley, Blankson & Luethge, 2010). It also helps to increase and enhance the salesand revenue of the firm. It also helps to focus marketing strategies and policies to maximize thenumber of consumers in the competitive market. The organization can gather several types ofconsumer behavior data by analyzing the sales information. They can easily decide whatproducts and services to produce or offer for the consumers. Apart from this, the firm can easilyidentify and measure the tastes and preferences of the consumers in the global market. Theorganization can easily set the appropriate prices of the products and services. In this way,consumer behavior plays a significant role in the organization (Oliver, 2014). Description of organization Nokia is Finnish multinational communications, consumer electronics, and InformationTechnology Company. It was incorporated in 1865 with its headquartered is located in Espoo,Uusimaa, Finland. There are approx 101,000 employees employed in the organization. It is theworld 415th biggest firm evaluated by revenue. Nokia is also considered a major contributor tothe mobile technology industry. In today’s competitive world, the company is maximizing thereturns and revenue by producing new and innovative products (Nokia, 2017). Nokia is dividedinto four groups such as multimedia, mobile phones, networks, and enterprise solutions. The4
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