Motivating factors towards consumer's purchase of Microsoft Window's Phone Among Nigerians

MOTIVATION TOWARDS CONSUMER'S PURCHASE OF MICROSOFT WINDOW'S PHONE AMONG NIGERIANS (A CASE STUDY OF NOKIA LUMIA PHONE).

INTRODUCTION. The company was unarguably one of the giant manufacturers of mobile phones in the world, as their product dominated phones market in between the late 19 th centuries to mid-2000s.

For a very long time, the mobile phone world was dominated the by the Nokia cell phones; However, the birth of the smartphones such as iphones , samsung and other android phones around 2007 created a major stumbling block for the company to maintain such status (Singh, 2014)..

The challenging product. Nokia Lumia Phones.

The Nokia Lumia phones are mobile devices that were basically built by Nokia and later bought by Microsoft Mobile..

MARKET SEGMENTATION OF THE PRODUCT. Geographic Segmentation.

SWOT ANALYSIS OF NOKIA LUMIA PHONE. STRENGTH. WEAKNESS.

STRATEGIES ADOPTED TO MARKET THE NOKIA LUMIA PHONES.

THEORETICAL BACKGROUND. Research indicated that consumer behavioural theories can explain the consumer’s decision making pattern before, during and after purchasing a particular product..

AN APPLICATION OF THE THEORETICAL BACKGROUND. The classical conditioning model help to understand the need by the producers and marketers of Lumia Phones to identify the best cues, plan and people on whom they would focus their marketing campaigns on..

CONCLUSION. This write-up presented a brief overview of consumers’ attitude and motivations towards the low purchase of Nokia Lumia Phone in Nigeria. It describes the SWOT analysis of the product while also explaining the rationale for its non-acceptance among Nigerian phone users..

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