Table of Contents

Contents Page

Introduction………………………………………………………………….. 1

N900 and the Smartphone Market …………………………………………. 4

Consumer decision making

process……………………………………………………………………….... 12

Consumer learning: Attitude and

Brand loyalty………………………………………………………………… 19

Conclusion…………………………………………………………………… 21

Bibliography…………………………………………………………………. 22
 Table of Figures

Figure Page

1.1 - Goldman Sachs Four

Tiers of Players (2000)……………………………………………………. 3

2.1 Bases of segmentation…………...……………………………………. 8

3.1 – Stages in the consumer

decision making process………………………………………………….. 12

3.2 – Nokia’s N900 consumer decision making process……………… 13

3.3 – Nokia’s 4Ps…………………………………………………………… 15

3.4 – The consumer learning process……………………………………….. 17

4.1 – Nokia Brand Loyalty………………………………………………….. 20

Table of Tables
Tables Page

2.1 – Nokia N900 features……………………………………………….. 6

Table of Charts

Charts Page

2.1 – Smartphone market share………………………………………….. 7