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Question: Discuss about the Critical Analysis of Segmentation Strategy. Answer: Introduction The main aim of this task is to measure and analyze the significance of consumer behavior. It explains how consumer behavior affects success and growth of the firm. The success and growth of the firm depend on the potential consumers. The consumer is important success factor to attain long-term mission and vision of the firm. Furthermore, Nokia has selected in the report to explain the issues related to consumer behavior. Nokia is innovative technology company who provides innovative products to the customers. In addition, it explains how consumer behavior helps to resolve and handle the issues and barriers of the organization. It also describes the primary and secondary market of Nokia. Consumer behavior Consumer behavior is the study of groups, individuals, organizations and all the activities and operations associated with the purchase, disposal and use of goods and services, including the consumers mental, emotional and behavioral responses that follow and precede these activities and operations. The study of consumer behavior is considered with all the aspects of purchasing behavior from pre-purchase activities and operations through to post-purchase utilization, measurement, and disposal activities (Goel, Hofman, Lahaie, Pennock Watts, 2010). In consumer behavior process, the consumer either directly or indirectly involves in the purchasing decisions. In addition, customer relationship management helps to analyze and measure the customer behavior. Consumer behavior is considered as the actions and decisions that affect the activities of a consumer (De Mooij, 2010). Mainly, the selection process involved in purchasing is based on reasoning and emotions. The study of consumer beh avior is not only help to explain and understand the past but also helps to estimate and predict the future. There are several factors that influence the buying behavior of the consumers. Marketing campaigns and advertisement play a greater and significant role to influence the purchasing decisions made by customers (Mullen Johnson, 2013). Furthermore, economic conditions and circumstances also influence the activities and operations of the market. Along with this, consumer behavior is also affected by various shades of dislikes, likes, morals, priorities, and values. Group influence also affects the buying behavior of the consumers. The primary group includes classmates, family members, and neighbors that have a direct impact on the buying decisions of a consumer. The consumers analyze and evaluate their purchasing capacity and potential before making effective decisions to purchase the products and services (Solomon, 2014). Importance of consumer behavior It is essential for marketers to measure and analyze consumer behavior. This helps marketers to understand and investigate the way in which consumers behave so that they can sale their products and services in the competitive market. The firm should understand and evaluate consumer behavior in order to generate profitability and revenue. The study of consumer behavior helps to fulfill the needs, requirements, and desires of the consumers (De Mooij Hofstede, 2011). Consumers play an integral role in marketing to beat the competitors in the competitive market. It plays an integral role for the organization to make decisions regarding whether a business and trade succeed or fails. Additionally, the firm can attain its long-term operations and vision by analyzing and evaluating the needs, wants, and requirements of the consumers (Darley, Blankson Luethge, 2010). It also helps to increase and enhance the sales and revenue of the firm. It also helps to focus marketing strategies and poli cies to maximize the number of consumers in the competitive market. The organization can gather several types of consumer behavior data by analyzing the sales information. They can easily decide what products and services to produce or offer for the consumers. Apart from this, the firm can easily identify and measure the tastes and preferences of the consumers in the global market. The organization can easily set the appropriate prices of the products and services. In this way, consumer behavior plays a significant role in the organization (Oliver, 2014). Description of organization Nokia is Finnish multinational communications, consumer electronics, and Information Technology Company. It was incorporated in 1865 with its headquartered is located in Espoo, Uusimaa, Finland. There are approx 101,000 employees employed in the organization. It is the world 415th biggest firm evaluated by revenue. Nokia is also considered a major contributor to the mobile technology industry. In todays competitive world, the company is maximizing the returns and revenue by producing new and innovative products (Nokia, 2017). Nokia is divided into four groups such as multimedia, mobile phones, networks, and enterprise solutions. The company operates and controls 15 manufacturing facilities in nine countries and maintains development and research facilities in 12 countries. The firm focuses on the development of technology and electronics sector. The firm developed and built the first international mobile phone network in 1981. Fredrik Idestam, Eduard Polon, and Leo Mechelin are found ers of the organization. Nokia is the biggest leader in Finland and also is a significant employer in the country working with enormous subcontractors and local partners. The organization operates and manages its business activities and operations in approx 150 countries. In addition, the firm protects the rights and interest of the shareholders with maintaining sustainability in the environment as well as the organization. The association renders solutions, equipment and services for network corporations and operators (Aspara, Lamberg, Laukia Tikkanen, 2011). Consumer profile Most of the revenue and returns from the sale of the products and services come from the primary target market. This market share maintains common attributes and behaviors and this market is responsible for the highest volume of sales and profitability. The firm focuses on the primary market to receive and obtain greatest returns and profitability (Cleveland, Papadopoulos Laroche, 2011). The primary market of Nokia includes upper class and middle-class people who purchase Nokia smartphones. The secondary market includes future primary buyers who purchase the products to sell at highest prices in the competitive market. The secondary market also influences the primary market buyers. By taking into consideration of primary and secondary market, the organization has been able to reach its desired goals and outputs. Nokia uses different methods and techniques to identify and measure the primary and secondary market (Drummond, Ensor Ashford, 2010). To know the target audience and group is a critical task. Thus, the firm has not been able to recognize and understand the tastes and preferences of the target audience. Along with this, advertisement and promotional campaigns are done by the organization to evaluate the requirements of different types of customers in the global market. None of the company can survive its business operations and activities without consumers. The firm divides its market on the basis of demographic and behavioral (Weinstein Cahill, 2014). The association uses four types of market research methods and techniques to provide enormous advantages to the customers in the world. It uses observation method, focus groups method, interview, and questionnaire techniques to analyze the choices of the primary and secondary market. The market research methods and techniques help to determine the nature and size of the target market. Furthermore, SWOT analysis, porter five forces model, and pestle analysis are done by the firm to evaluate and identify the strengths and weaknesses of a company or business (Jaman, 2012). In this way, various market research methods and techniques provide a lot of benefits to the customers and it also reduces the risks and challenges of the market. It helps to maintain proper communication and coordination in an organization. These methods and techniques provide appropriate solutions for resolving the issues and hurdles of the firm. Apart from this, the secondary market takes less time to resolve and handle the grievances and complaints of the consumers (Wedel Kamakura, 2012). Primary market Geographic On the basis of geographic basis, Nokia has divided its market in different groups. Mostly, the firm operates its business activities and operations in India. There are various manners through which a market can be geographically divided. The organization divides its market geographical areas such as by state, region, city, country, and international region. The company also operates its business in China, Germany, and Finland. Demographic The target age group of customers range from 30 to 50 years adults and older. Mostly older prefer Nokia products. They buy Nokia phones to gain long-term benefits in the market. The organization also focuses on the income level of people to introduce new products. Psychographic In the psychographic segment, the company divides its market on the basis of attitudes, traits, interests, and lifestyles of potential customers groups. The firm is launching smartphones to attract youngsters in the market. Behavioral Behavioral segmentation is used by the company to determine and analyze the demand and preferences for a product and advertisement content. Different consumers maintain different behavior in their life. The organization divides its market on the basis of knowledge, and attitude of consumers in the market. Secondary market Geographic For secondary market, the organization operates its business activities and operations in China, Mexico, Romania, India and South Korea. Demographic The secondary market of the company is business travelers and students because Nokia provides high battery backup so Nokia smartphones are used by business travelers during traveling. Suppliers also buy Nokia products to sell at high prices in the global market. Psychographic The firm also focuses on hobbies, attitudes, values, and interest of people to retain more suppliers and student in the competitive market. Behavioral Nokia also conducts surveys and interviews to analyze the behavior and tastes of people. Issue identification There are several issues are faced by the company related to the consumers. Mostly consumers are not aware of windows phone because of the lack of a halo device. The company is unable to fulfill the demand of the consumers in the competitive market. In addition, Samsung suppressed Nokia cell phone sales effectively. Furthermore, Nokia phones did not have the front camera. Nokia was slow to match Apples touchscreen technology. Nokia was an engineering firm that needed more marketing savvy and research (Aspara, Lamberg, Laukia Tikkanen, 2013). Apart from this, the firm has not been able to recognize the increasing importance of software. The operating system of Nokia phone is poor and too buggy. All these issues can be resolved and removed by taking consideration of consumer behavior. Consumer behavior study depends on customer purchasing decision and design. The organization should focus on the needs, tastes, and preferences of the consumers. The company should set the appropriate pr ices to increase and enhance the number of customers. Consumers make different types of decisions in everyday life. In todays modern era, it has become significant for every organization to evaluate and identify the needs, requirements, and choices of the customers. In addition, consumer buying behavior theories must be used by the organization to attract young consumers in the global world. Additionally, product, place, price, and promotion are four key factors of the marketing mix that firm builds and develops to satisfy and fulfill the consumers needs. Along with this, Nokia needs to collect feedback and reviews from customers to resolve and handle issues and complaints of consumers. Moreover, advertisement and promotional strategies and campaigns should be used by the company to retain the more people in the competitive world (Tuunainen, Tuunanen Piispanen, 2011). Conclusion On the above discussion, it has been evaluated that Consumer behavior plays a vital role to increase the sales and returns of the firm. There are several factors that influence the consumer behavior such as economic factors, social factors, technology, psychology and anthropology, and geography. Consumer behavior helps in originating right and appropriate marketing strategy to increase the demand of the products and services. Development and orientation of new products can be possible by evaluating consumer behavior. The organization can easily evaluate income level, opinion and emotions of consumers by measuring consumer behavior. The study of consumer behavior helps to promote new products and goods. Nokia Company has been taken in the report to explain the issues of consumer behavior in the global world. The firm focuses on the behavior and tastes of consumers to make effective decisions related to the new products and services. Furthermore, the primary and secondary market plays an integral role to expand and explore the trading activities and operations of the firm. References Aspara, J., Lamberg, J. A., Laukia, A., Tikkanen, H. (2011). Strategic management of business model transformation: lessons from Nokia. Management Decision,49(4), 622-647. Aspara, J., Lamberg, J. A., Laukia, A., Tikkanen, H. (2013). Corporate business model transformation and inter-organizational cognition: The case of Nokia.Long Range Planning,46(6), 459-474. Cleveland, M., Papadopoulos, N., Laroche, M. (2011). Identity, demographics, and consumer behaviors: International market segmentation across product categories.International Marketing Review,28(3), 244-266. Darley, W. K., Blankson, C., Luethge, D. 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