Buyer Behavior

Running head: BUYER BEHAVIOR
Buyer behavior
Name of the student
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Author note

1BUYER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................2
Segmentation, targeting and positioning strategy of Mate 20.........................................................2
Satisfaction of the needs and wants of the customers......................................................................4
Buyer decision making process.......................................................................................................4
Determination of the internal influences.........................................................................................5
Determination of the external influences.........................................................................................6
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
Reference.........................................................................................................................................9

2BUYER BEHAVIOR
Introduction
Determination of the buyer behavior and their trend is important for the marketers due to
the reason that the value propositions should be created accordingly. In this case, the target
market should be properly segmented and targeted and the value proposition should be properly
positioned to have the maximum favorable outcome from the of buyer behavior (Rani 2014).
Moreover, it should also be noted that it is important for the business entities to design the value
propositions according to the needs and wants of the customers in order to fend off the negative
influences on the customer behavior. Hence, determination of the buyer behavior is a holistic
process that involves a number of steps.
This report will discuss about the buying behavior pattern of the Huawei Mate 20 and in
doing so, this report will analyze the current segmentation, targeting and positioning for this
product. In addition, value propositions of Mate 20 in meeting the needs and wants of the target
customers. The decision making process of the customers in buying mobile phones will also be
analyzed along with the discussion of the external and internal influences. On the basis of the
identified factors, a few recommended steps will be discussed.
Segmentation, targeting and positioning strategy of Mate 20
The current segmentation strategy of Mate 20 involves majorly behavioral and
psychological traits. For instance, customers with having the preferences for active lifestyle and
higher end gadgets are being targeted. Customers seeking for the maximum utilities and
alternative usages from the mobile phones are also the target segment for Mate 20. In terms of
the demographic segmentation variables, customers between the age groups of 25 and 40 are the
core target segment (Ramsey, Wagner and Kelly 2013). This is due to the reason that this target

3BUYER BEHAVIOR
High price
Low price
Less features More features
Mate 20
Samsung S10
Iphone X
OnePlus 6
segment is having the major preferences and acceptances for the higher end technological
devices and this age group also include professionals and earning members. Thus, they are
having the financial capability of buying the Mate 20. Moreover, both the high income male and
female customers are being targeted for this product.
In terms of the targeting, market focus and product differentiation strategy is being
followed by Huawei for their Mate 20 mobile phone. This is due to the reason that mate 20 is a
premium device and not a mass market model. Moreover, premium pricing is important for
managing the premium positioning of Mate 20 (Jisana 2014). Thus, with the help of the product
differentiation strategy, the distinctive features are being offered, which is helping in enhancing
the value propositions. Moreover, market focus strategy is helping Huawei in targeting the niche
segment for premium gadgets and design the value propositions in accordance to their preference
and expectations.