Chapter 6. Consumer Decision Making

Today phone consumers are highly educated about the mobile devices. With a help of direct and indirect sources they learn about new products in cell phone industry. Mobile phone market is always changing and there are new devices launched very often by the leading companies. It is important for the marketing teams to determine what are the factors that drive customers to buy a new phone. First of all the cell phone is not a luxury in todays life it is rather a necessity. When buying a new phone people consider quality, appealing design, battery durability, software compatibility and new features.  Nokia presents its customers with a variety of mobile devices that satisfy wide range of tastes and needs. Its software enables people to experience not only the basic phone purpose to be connected to the rest of the world, but also being able to listen to the music, navigate, videotape, take images, watch TV, play games and conduct business. 
When searching for a smartphone consumer gives preference to the Nokia phone due to its affordable price and great battery power, which is important for people who travel a lot and do not have the access to the power source or if they use their phone too much and tend to drain the battery very fast. Another feature that helps Nokia win its customers is a large memory card in all its models that have cameras. It allows customers store more images and videos on their phones. 
Phone design is another factor taken into consideration during the phone purchase. Nokia manufacture phones in any color from toxic yellow and bright pink to sophisticated silver and classic black. Design is something that appeals to teenagers and business people where first group is looking for something bright while the second one is trying to appear professional and not flashy. The second group of consumers also gives the preference to the phone applications that help with navigation and information including news, currency exchanges and stock market prices. 
Nokia helps its consumers to find a phone that defines and fulfills their needs and tastes.