Introduction Consumers and their behaviour is an important dynamic for any business to understand if it wishes to succeed.

Consumers increasingly exert influence on businesses through their buying behaviour. Understanding consumer behaviour is therefore imperative as it informs businesses on how to plan their marketing activities and sustain themselves as commercially viable and useful entities. Introduction to Consumer Behaviour has been written to meet the needs of most course outlines of southern African universities, universities of technology and private colleges. While providing the student with a thorough theoretical grounding in consumer behaviour, the book moves swiftly into southern African marketing and business scenarios, and focuses on current and future issues, both nationally and internationally. Our understanding of this field goes beyond looking at the act of buying only, but extends to both having and being as well. Consumer behaviour is about much more than just buying things; it also embraces the study about how having (or not having) things affects our lives, and how our possessions influence the way we feel about ourselves and about each other our state of being. In addition to understanding why people buy things, we also try to appreciate how products, services and consumption activities contribute to the broader social world we experience. Whether shopping, cooking, cleaning, playing football or hockey, lying on the beach, emailing or texting friends, or even looking at ourselves in the mirror, our lives are touched by the marketing system. The field of consumer behavior is young, dynamic and in flux. It is constantly being cross fertilized by perspectives from many different disciplines. We have tried to express the field's staggering diversity in this text. Consumer researchers represent virtually every social science discipline, plus a few represent the physical sciences and the arts for good measure. From this melting pot has come a healthy debate among research perspectives, viewpoints regarding appropriate research methods, and even deeply held beliefs about what are and what are not appropriate issues for consumer researchers to study in the first place.

DEFINATION

Consumer behaviour can be defined as "The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs (Leon G. Schiffman and Leslie Lazar Kanuk,
"Consumer Behaviour" 2007)

Consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money,effort) on consumption related items. That includes what they buy, why they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase, the impact of such evaluations on future purchases and how they dispose of it. So in Consumer Behaviour we not only learn what is the behaviour of the consumer when he buys it but also before the consumption, during the consumption and after the consumption. The Consumer Decision Making Process : The buying decision comes as a product of the complex interaction of the external factors and the personal attributes. The inner most circle denotes the consumer decision making process regarding products & services, whose major steps are : Marketers are frequently uncertain about the variables that are at play influencing & affecting consumers. Sometimes this occurs because they don't clearly understand the extent of variables that might be having an influence. The details of all external, internal, environmental, economical etc. are discussed above. Sometimes some variables are not directly observable. Other times variables are known to the marketers but their exact nature & relative strength of influence is not apparent. In these circumstances, it is useful to understand the above mentioned concepts and how the consumers behave, so that their decision making process can be predicted to a reasonable extent. The human mind being as complex as it is, the understanding of the buying behaviour of the consumers becomes a continuous activity of application of various theories & concepts by the marketers.

In this model, the consumer passes through five stages: problem recognition, information search, evaluation and selection of alternatives, decision implementation, and postpurchase evaluation.

Problem Recognition In this information processing model, the consumer buying process begins when the buyer recognizes a problem or need. For example, Doug may realize that his best suit doesnt look contemporary any more. Or, Kathleen may recognize that her personal computer is not performing as well as she thought it should. These are the kinds of problem that we as consumers encounter all the time. When we found out a difference between the actual state and a desired state, a problem is recognized. When we find a problem, we usually try to solve the problem. We, in other words, recognize the need to solve the problem. But how?

Information Search When a consumer discovers a problem, he/she is likely to search for more information. Kathleen may simply pay more attention to product information of a personal computer. She becomes more attentive to computer ads, computers purchased by her friends, and peer conversations about computers. Or, she may more actively seek information by visiting stores, talking to friends, or reading computer magazines, among others. Through gathering information, the consumer learns more about some brands that compete in the market and their features and characteristics. Theoretically, there is a total set of brands available to Kathleen, but she will become aware of only a subset of the brands (awareness set) in the market. Some of these brands may satisfy her initial buying criteria, such as price and processing speed (consideration set). As Kathleen proceeds to more information search, only a few will remain as strong candidates (choice set). Evaluation and Selection of Alternatives How does the consumer process competitive brand information and evaluate the value of the brands? Unfortunately there is no single, simple evaluation process applied by all consumers or by one consumer in all buying situations. One dominant view, however, is to see the evaluation process as being cognitively driven and rational. Under this view, a consumer is trying to solve the problem and ultimately satisfying his/her need. In other words, he/she will look for problem-solving benefits from

the product. The consumer, then, looks for products with a certain set of attributes that deliver the benefits. Thus, the consumer sees each product as a bundle of attributes with different levels of ability of delivering the problem solving benefits to satisfy his/her need. The distinctions among the need, benefits, and attributes are very important. One useful way to organize the relationships among the three is a hierarchical one (Figure 2). Although simplified, Figure 2 is an example of how a bundle of attributes (i.e., a product or, more specifically, personal computer) relates to the benefits and underlying needs of Kathleen.

U n d e r ly in g N e e d s

H e lp s M e S u rv iv e B abso n M B A P o g ram

B e n e f its

P o r ta b ility

D o e sn t B re a k dow n

E conom y

C o m p u ta tio n a l H o rs e P o w e r

W a rra n ty A ttr ib u te s S iz e B ra n d R e p u ta tio n P ric e S o ftw a r e B u n d le C PU Speed

H a rd D riv e S iz e G lo b e N e t R eady

Hierarchical View of Needs, Benefits, and Attributes

From this figure and the preceding discussion, you might recognize that the product attributes are relevant and important only to the extent that they lead to a certain set of benefits. Likewise, benefits are meaningful only if they can address the problem and be instrumental to satisfy the underlying need. As the underlying need is often personal, consumers differ as to their beliefs about what product benefits and attributes are more (or less) important and relevant in satisfying their needs. Based on their personal judgment on importance of benefits and attributes, consumers develop a set of attitudes (or preferences) toward the various brands. One may express his/her preferences of the brands in terms of ranking, probability of choice, and so forth. Purchase Decision To actually implement the purchase decision, however, a consumer needs to select both specific items (brands) and specific outlets (where to buy) to resolve the problems. There are, in fact, three ways these decisions can be made: 1) simultaneously; 2) item first, outlet second; or 3) outlet first, item second.i In many situations, consumers engage in a simultaneous selection process of storesii and brands. For example, in our Kathleens personal computer case, she may select a set of brands based on both the products technical features (attributes) and availability of brands in the computer stores and mailorder catalogs she knows well. It is also possible, that she decides where to buy (e.g., CompUSA in her neighborhood) and then chooses one or two brands the store carries. Once the brand and outlet have been decided, the consumer moves on to the transaction (buying).

Post-purchase Evaluation Post-purchase evaluation processes are directly influenced by the type of preceding decision-making process. Directly relevant here is the level of purchase involvement of the consumer. Purchase involvement is often referred to as the level of concern for or interest in the purchase
iii

situation, and it determines how extensively the consumer searches

information in making a purchase decision.iv Although purchase involvement is viewed as a continuum (from low to high), it is useful to consider two extreme cases here. Suppose

one buys a certain brand of product (e.g., Diet Pepsi) as a matter of habit (habitual purchase). For him/her, buying a cola drink is a very low purchase involvement situation, and he/she is not likely to search and evaluate product information extensively. In such a case, the consumer would simply purchase, consume and/or dispose of the product with very limited post-purchase evaluation, and generally maintain a high level of repeat purchase motivation. Factors affecting Consumer Behavior
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation of these factors is given below :

1. Cultural Factors Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Culture Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. Subculture

Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group. Social Class Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc. 2. Social Factors Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status. Reference Groups Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics). Family Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.

Roles and Status Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status. 3. Personal Factors Personal factors can also affect the consumer behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept. Age Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. Occupation The occupation of a person has significant impact on his buying behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. Economic Situation Consumer economic situation has great influence on his buying behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products. Lifestyle

Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world. Personality Personality changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behavior of customers. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service. 4. Psychological Factors There are four important psychological factors affecting the consumer buying behavior. These are: perception, motivation, learning, beliefs and attitudes. Motivation The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. Perception Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support

what the customers already believe. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs. Beliefs and Attitudes Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. About Nokia

Established in 1865 as a wood-pulp mill by Knut Fredrik Idestam on the banks of Nokianvirta River in Finland.

Finnish Rubber Works acquired Nokia Wood Mills, Telep h o n e a n d Telegraph Cables.

Nokia Corporation created - 1967 -paper products- car tiresp e r s o n a l computers-cables.

Nokia began developing the digital switch (Nokia DX 200) which became a success.

1991 Nokia - agreements to supply GSM networks - nine European countries. August 1997 Nokia - GSM systems to 59 operators in 31 countries.

The Vision of Nokia:-

Our vision is a world where everyone can be connected. Our vision is to ensure that 5 billion people are always connected at any given point and to achieve 100fold more network traffic. Nokia Today:-

Head office in Finland; R&D, production, sales, marketing activities around the world.

Worlds #1 manufacturer of mobile devices, with 38% share in 2007 112 262 employees. Sales in more than 150 countries.

About MOTOROLA:Motorola is a global leader in providing integrated communications solutions and embedded electronic solutions. These include:

Software-enhanced wireless telephone, two-way radio and messaging products and systems, as well as networking and Internet-access products, for consumers, network operators, and commercial, government and industrial customers.

End-to-end systems for the delivery of interactive digital video, voice and highspeed data solutions for broadband operators. Embedded semiconductor solutions for customers in the networking and computing, transportation, wireless communications and digital consumer/home networking markets.

Embedded electronic systems for automotive, industrial, transportation, navigation, communication and energy systems markets.

Motorola, Inc.

Former type

Public company

Industry

Telecommunications

Fate

Divided into Motorola Mobility and Motorola Solutions

Successor(s)

Motorola Mobility Motorola Solutions

Founded

September 25, 1928

Defunct

January 4, 2011

Headquarters

1303 East Algonquin Road,[1]Schaumburg, Illinois, United States

Area served

Worldwide

Employees

60,000 (2010)[4]

REVIEW OF LITERATURE:

Li, Na and Zhang, Ping (2001): The current status of online shopping attitudes and behaviour is investigated through an analysis of 35 empirical articles found in nine primary information systems (IS) journals and three major IS conference proceedings .A taxonomy is developed based on our analysis. Pakola,Jukka and Pietilia,Marjuuka and Svento,Rauli and Karjaluoto,Heikki (2002): In recent years the adoption of mobile phones has been exceptionally rapid in many parts of the world, and especially in Finland where cellular phones are nowadays almost as common as wrist watches.While mobile phone usage is rather an unexamined genre in academic literature, this exploratory study attempts to investigate consumer purchasing motives in cellular phone markets.This paper surveyed 397 Finnish consumers and looked at their motives to purchase new mobile phones on one hand and factors affecting operator choice on the other. The results indicate that while price and properties were the most influential factors affecting the purchase of a new mobile phone, price, audibility and friends operator were regarded as the most important in the choice of the mobile phone operator. Satish,M and Kumar,Santhosh K and Jeevanantham,V and Naveen,K.J (2011):
Indian mobile market is one of the fastest growing markets and is forecasted to reach 868.47 million users by 2013. India has seen rapid increase in the number of players which caused the tariff rates to hit an all time low. This allowed the players to target the low income population thereby increasing the market share. The availability of a number of subscriber options for consumers and varied tariff rates of each player, lead the consumers to switch between service providers. The objectives of the study are to find the factors that influence the consumers in switching the service provider and to delve into finding out the likeliness of switching the service provider. The type of research used for this study is descriptive research design. The area covered under this study was Chennai due to availability of well mixed population base in Tamil Nadu. A well structured questionnaire was designed and administered to collect samples across Chennai. Due to high population and need for variety of respondents, Cluster Sampling method was chosen. The sample size was 112. The variables considered for the study

are Consumer demographics, Consumer satisfaction with existing service provider, Factors influencing the switching behaviour and factors that affect the switching behaviour of consumers and these were grouped into 4 categories namely customer service, service problems, usage cost and others. The results from the study reveal that call rates plays the most important role in switching the service provider followed by network coverage, value added service and customer care while advertisement plays the least important role. It is found that there is a relation between switching the service provider and the factors (customer service, service problem, usage cost, etc.). After analysing the findings of the study, we propose that the mobile providers concentrate on increasing network stability and setting tariff rates competitively.

Singla,Sheetal (2010): In recent years, the adoption of mobile phones has been rapid so fast not only in India but also in the whole world. Owning a mobile phone was considered a luxury in India till the late 1990s. However with the reduction in service charges & the cost of handsets th e number ofmobile users in India soon increased. Mobile phones have become a need than a fashion accessory. The aim of the study is to investigate & understand the behavior of co nsumers of mobile phones in Ludhiana district & the Sangrur District. And further capture t heir satisfaction level that is influenced by various technical & non technical factors. The st udy indicates that while price & features are the most influential factors affectingthe purcha se of a new mobile phone, its price, audibility, network accessibility, are also regarded as th e most important in the choice of the mobile phones. The prime objective of the study is to understand the difference in the importance given by different gender groups to the selected factors while buying mobile handsets. The study concludes 5 7% of male has given importance to Quality of mobiles followed by price, features, Brand & style of mobiles.

Ashaduzzaman,Md. and Khan,Moniruzzaman Md. and Ahmed,Sohel S.M. (2011):

This study discloses Consumers Choice Behavior Pattern towards Tele communication Operators. People in Bangladesh are becoming busy day by day and more professional than previous. They need to share more information to each other because demography has changed due to the era of globalization. Mobile phone has introduced a tremendous change in the communication sector in our country. It has changed the communication structure also. People in various occupations and income levels are using mobile phone intensively for their occupational purpose and personal purpose as well. Now a day the world is called Global village. It is only possible for the developed and modern communication technology. The business world and general life is becoming more complex day by day. Women are coming outside from the four walls. They are working with male hand in hand. They are engaging with various types of professions. In this situation information is essential to respond to the changing environment.95 consumers were interviewed with a structured questionnaire. Both primary and secondary data were used. This study finds that the Grameenphone users are extremely satisfied (90%) followed by the other operators. This study is expected to help solid understanding of Consumer Behavior Pattern.

Objectives of the Study

To know about the consumer preference level associated with NOKIA & MOTOROLA mobiles.

To find out the customer satisfaction towards NOKIA & MOTOROLA. To know which advertisement media puts more impact on the buying decision of customer.

Determining the consumer behaviour towards NOKIA & MOTOROLA..

RESEARCH METHODOLOGY Research Design: Convenience. Data Collection : The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source:The data has been collected directly from respondent with the help of structured questionnaires.

Secondary Source: The secondary data was collected from internet and references from Library.

.Sample Size : 100 people. Area of Study :My area of study is Rajpura.

Bibliography https://docs.google.com/viewer? a=v&q=cache:i23paNrfef8J:www.researchersworld.com/vol2/issue4/Paper_4.pdf+pdf+rese arch+report+on+c http://www.economicswebinstitute.org/essays/mobilefin.pdf http://upi-yptk.ac.id/Ekonomi/Borgers_Learning.pdf

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