How Brand Nokia Influences On Consumer Purchasing Behaviour Marketing Essay

How Brand Nokia Influences On Consumer Purchasing Behaviour Marketing Essay1.0 IntroductionPeople live in the globe dominated by super brand however, the term brand which has roughly era wrong definition and misunderstood by the consumer. Brand correspond in the form of logotype, letter headed paper, in writing(predicate) representations, critical thinking and attractive colour combination, signs and symbols, slogan that is common belief to everyone (http//www.redbullet.co.uk/). A brand is symbol and sign, name or return, dish out, concept or logo that distinguishes to identify and expressed a particularized business or company, product, service which can be usually communicated to market to change magnitude the consumer. According to the Business and management of Dictionary, a brand is a name, sign or symbol used to identify items or services of the seller(s) and to distinguishableiate them from goods of competitors. One of the most popular publicise companies Walter Land or said that basically, a brand just like a promise that associating and demonstrating a service or product which delivers a promise of satisf exploit and demote timber (http//www.sideroad.com/Branding/). In addition, when an organization or company creates a colour full clean logo or name for a crabbed products or service to introduce the matched market, a brand has been developed or formed. On the other hand, Brand is protected by registering trademark or service mark from an authorized company, specially a government, so that organizations or parties hit no permission to use same particular logo or name. It is tremendous effective elements of advertising to market for a company. It is represented of goods or services on behalf of brand owner be offering in the marketplace. Consumer behaviour is important value added to buy a brand product or services to justify the quality, price, colour and existence. In the market place branded products ceaselessly high-pitched price and better quality much(prenominal) as Motorola, Samsung, than non branded product such as Chinese mobile. Customer may look or intention to buy quality, expensive branded product to evaluate of the reputation of the brand. It is very important of brand owner for company success, increase profit permissiveness and spread reputation by giving better service, better quality product to keep the costumer.2.0 Re wait ObjectivesThe objectives of this enquiry are as on a lower floorTo stress the factors that influences the consumers to shift towards Nokia Brand.To Build new business strategy for the all level consumer.To use effective advertise to the tar procure group(consumer) that impart most be fire to consumerTo study and establish a theory that, how Brand Influences consumers to corrupts than retail store.To create a major selling idea for different consumer that Use the brand, the feeling get good to consumer.3.0 Literature Review3.1 BrandA brand is a symbol and symbols, name s, or product, service or logo to identify the concept and is different with a specific business or company, product, service, which can normally be communicated to the market to increase to the consumer. Good brand images are instantly evoked, are positive, and are almost always unique among competitive brands. Brand image can of brand communications such as packaging to be strengthened, advertising, promotion, client service and other aspects of the brand (http//www.asiamarket look into.com/glossary/)Brand is the identity of the companys product, brand is very important. it brings popularity for enterprise product as well as fame, prestige, respect. Nowadays business competitive in that respect are several brands on the market, everyone has their identity, make their mark. For example I have new Wrangler jeans from a store, look good and I will packet with my friends bought. Of course they ask me what the brand was. What is important here, the jeans brand, because the jeans, wra ngler get the particular shop. The brand is very important to purchase an influence on consumers. (http//www.allinterview.com/showanswers/)3.2 Attributes of hearty brands-Excels at delivering deigned benefits-Stage relevant-Priced to meet perceptions of value-Well designed brand hierarchy-Positioned properly3.3 The Role of Brands-Identify the maker-Simplify products holding-Organize accounting-Offer legal production-Signify quality-Creates barriers to entry3.4 Types of BrandMarketing theory suggests that there are three types of brand namesFamily brandIndividual brandCombination brandIn this paper I will go to Individual brand names which I selected Nokia, how it is it influences consumer to purchases. (http//tutor2u.net/business/marketing/brand)logo.gif(http//shop.nokia.co.uk/nokia-uk/)3.5 Nokia BrandNokias first century began with Fredrik Idestam paper mess intimately on the banks of the river Nokianvirta. Between 1865 and 1967, the company would become a major industrial power , but it took a merger with a cable company and a arctic company focused on the new Nokia Corporation is set on the way to electronics. (http//www.nokia.com/about-nokia/).Nokia is engaged in the manufacture of mobile devices and in converging earnings and communications industries with over 123,000 employees in 120 countries, sales in over 150 countries worldwide and annual sales of 41,000,000,000 and operating profit of 1,200,000,000 in 2009. It is the worlds largest manufacturer of mobile phones. Its global device market share was about 39% in 2009, compared to 37% in 2008 and 38% in 2009, and its converged device market share was about 40% in 2008, compared to 35% in the year 2009. Nokia produces mobile devices for all major market segment and protocol, including GSM, CDMA and W-CDMA (UMTS). Nokia provides Internet services such as applications, games, music, cards, media and messaging platform with its Ovi (http//en.wikipedia.org/wiki/Nokia).3.6 Nokia in BangladeshNokia is the worlds leading mobile phone supplier and a leading provider of mobile and fixed telecom ne 2rks including related customer service. When Nokia introduced into the market of Bangladesh, it was considered the largest market in the emerging markets in South Asia. Bangladesh has already become an attractive market for mobile phones with a user base of more than than 10 million, and by the end of 2006, this figure is expected to cross 15 million. Nokia officials estimate that in addition to Bangladeshi market, the company is a healthy harvest-time in Sri Lanka, Nepal, Bhutan and the Maldives in the coming days have. (http//www.southasiabiz.com/2006)Nokia market share 56.89% in Asia Bangladesh (March 2010)e 56.89% in Asia Bangladesh (March 2010) http//stats.getjar.com/mr_technology_charts/as/Nokia_BD.png(http//stats.getjar.com/statistics/AS-BD/manufacturer/Nokia)3.7 Consumer BehaviourConsumer behaviour concern the psychological processes that consumers go finished his/her needs, a nd normally find the way to work out these needs and make purpose to purchase. For example whether to buy a product, and if so, what brand and where information about interpret, make plans and implement these plans by comparing the offers, or substantially buying a product (http//www.consumerpsychologist.com/).3.8 Sources of influence on the consumerThere the many sources which influence the consumer behaviour. The below figure shows how many sources influences to consumer Influences on Consumer Behavior(http//www.consumerpsychologist.com/).Social factors also influence consumer behaviourCultural influences consumer behaviourDigital R developing influences on Consumer BehaviourE-Shopping influences on consumer Behaviour3.9 Decision makingThe five models imply that the customers can buy from each of five stages. However, for more workaday buy decision, the consumer may modify or delete some of the present.The first one is problem recognitionThe second step is information searchThe third step involves evaluation of alternativesFinally, the purchase stage, and post-purchase evolutionbuying_decision_process(http//www.consumerpsychologist.com/intro_Consumer)3.10 Problem RecognitionA product to buy is customer need recognition occurs when an individual senses a difference between what the consumer upliftms to be the ideal and the actual state of affairs. A consumer intended to buy things when they think the quality of a product to solve a problem, makes the recognition of the step on the sale of a product. Bad recognition sometimes recognized as a problem. For example, the car is always difficult to start and the acceleration is not good. (http//www.consumerpsychologist.com/intro_Consumer)3.11 Information SearchConsumers to search for information in order to satisfy their unmet needs. Find inner can, bring knowledge from memory or external, it can, collecting data from their peers, family, and the marketplace. The efficient search for keywords such as social clas s, income, and size of purchase, the experience and perception determines (http//www.consumerpsychologist.com/intro_Consumer).3.12 Evaluation of alternativesThe next stage of the consumer decision process shall consider alternatives in the search identified at this stage, consumers are looking for answers to questions like, what are my options? And which is best? When they compare, contrast and select from different products or services. Consumers compare what they know about different products and brands, what to do with the key and demoralize to resolve in the area of narrow alternatives before finally considering buying one of them.It evaluates specific model to a set of attributes they used to put together, including safety, reliability, price, warranty, and the calculate of cup holders is based. It also considers how he felt things like property and assesses the use of the phone and where he might buy the phone, a comparison of the various traders and the ambience everyone se es. Although he feels some pressure to make decision, he has access to his fathers cell phone. (http//www.consumerpsychologist.com/intro_Consumer)Untitled.jpg3.13 Purchase BehaviourPurchase is the third steps on Consumer Behaviours. After the decision to buy or not buy, he draws two stages. First, consumers choose one vendor over another vendor. Second, decisions concerning saving, by the seller, item displays, convinced media, paper and advertising.nether the plan, the consumer thinks of a particular article or brand to buy. But sometimes, but otherwise buy what they think, in the case of what to purchase during the purchase or the superior of the stage. A consumer prefers a retailer, but selects another in the event of a sale, promotional event, hour, place and problem of traffic.Fox buying products, it is important to examine the consumer motivating and to achieve this goal, easily use means-end chain. (http//www.consumerpsychologist.com/intro_Consumer)The Means-End Chain Consi der a logical continuation of the consequences of product usage, which ultimately lead to the wanted end benefit. For example, Consumers will see a car with a big engine, resulting in rapid acceleration, resulting in a feeling of power, leading to a feeling of power, which will ultimately increase consumer self-esteem.http//www.consumerpsychologist.com/images/intro/Means-End_Chain.png(http//www.consumerpsychologist.com/intro_Consumer)3.14 Post-purchasePost-purchase behaviour of consumers includes all the activities and experiences that following the purchase. Normally, after a purchase, consumers experience dissonance after purchase. Regret In other words, they make their purchase decision. The reasons for high dissonance after the purchase can be dispensed with the attractiveness and performance of the alternatives, be difficult to purchase, and large number of alternatives. (http//www.icmrindia.org/courseware/Consumer%)4.0 Research MethodologyA research design is the general plan, as we do about the answer to our question (s). (Saunders et al 2007)Usually it is threefold exploratory, descriptive and explanatory (Philip Lewis et al 2007). The constitution of our study is exploratory study is a valuable tool to find out what happened, to seek new insights, to ask questions and to assess phenomena in a new light (Robson, 2002, p59).There are three main ways of implementing our exploratory research.A search of the literature some academic journal papers on computers networks.Interviewing experts in the subject.Conducting focus group interviews.There are three major ways of thinking about research philosophy epistemology, ontology and axiology. Each provides important variegation is that the way you think influence on research. (Thorn hill et al., 2007)4.1 Types of Research MethodologyThere are two approaches to deductive test theory and inductive theory-building.In deductive research, is a theory developed to explain the hypothesis, research design constructed and tested the hypothesis proved or disproved, and presented the findings as objective reality or laws. The process tends to be associated with the positivist approach in conjunction (Saunders et al., 2007).On the other hand, is the first data collected and analyzed in inductive research. A theory is how the data analytic thinking is developed. This process tends to be associated with the interpretive approach in conjunction (Saunders et al., 2007).4.2 Deductive approachMy proposal is deductive research. Here we have set up a hypothesis. We construct a research design, hypothesis will be tested by an improved statistical method for the solicitation of data by interview method and the results will be entered with regard to the interpretation.Research method is a systematic and orderly approach to the collection and analysis of data acquired, so that information from these data (Jankowicz, 2005209) can be obtained. Mentioned among the different methods of research by several author s, some general surveys, experiments, secondary data, observation techniques, grounded theory, action research and ethnography (Sigmund, 1997 and Saunders et al.2007).For the planned research of the scientists, the survey interview, characterized as the most appropriate.5.0 Data Collection MethodResearch data are divided into two groups and these are primary and secondary data. For conducting any research data, both the groups are important, but is on the basis of strategy research foc use on specific data group presented.5.1 Primary DataPrimary data is data that is collected specifically for a particular research project for the first time (Maylor and Blackmon, 2005). The primary research can be qualitative, quantitative or both. In my thesis I will present the original data by using the collection of questions and interviews.5.1.1 InterviewIt can be taken by individual or by a group. I take the consumer interview that buy Nokia product and interviews that Nokia does not use fire. I think the interviews I will answer directly from the customers.5.1.2 QuestionnairesIt is the most popular way of gathering information. It would need an open and weedy both. The advantage of the questionnaire, I can collect the data by all or a sample of people.5.1.3 Main sampleSampling is the small affinity of the population in this thesis topic, my example will be the customers of Nokia, employees and managers from Nokia, Nokias competitors, Nokia and age wise user.5.2 Secondary DataAccording to Collis and Hussey secondary data on the collection of data from previous studies or studies conducted or done to or gathered by other researchers (Collis Hussey, 2003). Therefore, secondary data from the literature or in documents such as academic research papers can be collected, corporate annual reports, statistics, published advertisements, and statements.In my thesis I will use some relevant books, journals, articles and previous research at the University of Wales Library have av ailable through various books, to have a clear idea about the subject. I will use the Internet as information, articles and magazines. . Magazines are comparatively contains several new concepts and ideas, and up to date information. In my harangue, I will for literature research and secondary data analysis of the relationship between brand and consumer, brand influences the buying behaviour of consumers, Brad and retention, critical evaluation of the classical theories of brand influences on the military capabilitys of consumers to purchase used.(http//www.ejbrm.com/vol2/v2-i2/vol2-issue2-art7-knox.pdf, p-123)For any research or any query, if I have the onion diagram it is easy for me to follow my dissertation done in time.7.0 LimitationsThere are no available resources for this research. The Nokia brand in Bangladesh market place is too far from here to gather information to effectively complete the research proposal. There are some restrictions on such research, such asLimited study had been done earlier. insufficiency of data and information available for research.Lack of consumer behaviour tools through survey.Lack of ration analysis Nokia and non brand Nokia user.8.0 Time Scale9.0 ConclusionIn Conclusion, this research paper proposed how Brand Nokia influences to consumer purchases behaviour. In my dissertation I will identify some factors that Brand Nokia influences on the customers attitude towards purchase and to establish a theory regarding the business interface and also consumer attitude for purchase. And from this research methodology I will use a Deductive analysis where the data were collected by distributing questionnaire, interview and testing towards the people of Bangladesh Marketplace. In my dissertation, I will also focus comparison between Nokia and other band such as LG, Sony Ericsson, and Samsung on consumer purchasing behaviour. This proposal has some terminus ad quem and some incomplete information because I did not spend more time and more market survey in different segment towards consumer purchase behaviour on brand product Nokia. Finally, in my dissertation I will intrust more effective information and add consumer true feelings and give proper information about their preferences, intention, about the product and Understanding their attitude, motivation.