Buyer Behavior - Assignment PDF

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Added on 2021-06-18

Buyer Behavior - Assignment PDF

Added on 2021-06-18

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Running Head: BUYER BEHAVIORBuyer BehaviorStudent’s NameUniversity NameAuthor’s note

2BUYER BEHAVIORTable of ContentsIntroduction......................................................................................................................................32. Discussion....................................................................................................................................32.1 Product Differentiation..........................................................................................................32.2 Market Segmentation.............................................................................................................4Targeting and Positioning of iMate 20........................................................................................6Targeting..................................................................................................................................6Positioning...............................................................................................................................6How Huawei satisfies the customer demands.................................................................................7Steps of decision making process in the purchase of mobile phone................................................7Influences on the consumers to buy iMate 20.................................................................................9Recommendations..........................................................................................................................10Summary........................................................................................................................................12Reference List................................................................................................................................13

3BUYER BEHAVIORIntroductionThe market mobility of the Huawei iMate20 has been evaluated here from theperceptions of a customer or a marketer pertaining to other mobile phone brands. The marketgain of iMate20 has been quite high since it has been launched in the market. The behavioralaspects of the buyers of iMate20 have been analyzed here from the perception of the third partyvendors who are the rival agencies to this series of mobile phone. In order to assess the currentmarket presence of the organisation and the series of the iMate20, detailed analysis andreflection of the current market segmentation, target as well as positioning of the mobile phoneseries of iMate20 has been considered. In the next part, the report lays out the details of how theorganisation entices the customers to sell the product. In this context, the unique point of sales ofthe brand and the mobile phone series has also been discussed. In this context, the next part ofthe report incorporates an analysis of the external as well as the internal influences acting on thebuyers who have decided to purchase the handsets pertaining to the iMate20 series. Lastly, thereport will also make a detailed recommendation from the perspectives of the competitors ofiMate20, considering how they can compete with such a strong market presence of the iMate20. 2. Discussion2.1 Product DifferentiationHuawei launched the iMatw20 series by the end of the year 2018. The Mate 20 series ofHuawei is a representation of the latest hardware as well as the sturdy as well as beautifuldesigns of the smart phones. The organisation planned and launched the Smartphone at theadvent of the Chinese New Year. The product was available in the two colors of Fragrant Red aswell as Comet Blue. The launch of the phone with these two new colors was supposed to entice

4BUYER BEHAVIORthe Chinese as well as the major target segments of the Huawei group around the globe.However, the parent company of iMate 20 had not targeted the phone to be sold in the US./ thisimplies that their target market is secluded from that of the iPhone or Google Pixel customerbase. The solid aluminum frames and the curvy glass look of the phone as well as its notch cutdisplay crated a unique appeal for the phone. The makers of the phone had attempted to developthe phone as a unique display of the features like the 2x2 box at the back that bears the lenses aswell as its flash. As per the ideas of Gjoreski et al. (2018), in this world of growing popularity offlagship mobile phones with the propensity to look startlingly similar, this unique design of thesmart phone makes it stand out from the crowd. 2.2 Market SegmentationIt is evident that not all the market segments of Huawei will turn out to be equallyfavorable for the iMate20 series. Considering the average price of general flagship phonesespecially after Xiaomi entered the market, it can be emphasized that Huawei has marked theprice of this range of smart phones about 2 to 3% higher than the stipulated price of the industry(Kong et al. 2019). Huawei have always determined the price of their products to be slightlyhigher and the strategy of “one size fits all” have been implemented by the organisation whilelaunching all of their Smartphone series. The primary customer segments that have targeted forthis range of smart phone include the likes of the following:Business oriented: uses the devices for business objectives, mainly, which is why theywill be seeking product features like strong network quality which needs a strong built ofserver, good speaker quality along with easy customer care support in their local areas.

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