Buyer Behavior

This presentation explores the concept of buyer behavior and how it applies to the imate 20 smartphone. It covers market segmentation, how the imate 20 satisfies consumer needs, the consumer decision-making process, and the internal and external factors that influence consumer behavior. The presentation also includes recommendations for improving the imate 20 and a bibliography for further reading.

BUYER BEHAVIOR
NAME
INSTITUTION

Introduction
 Consumer behavior refers to the study of how group of people,
consumers, and organizations select their wants and needs.
 The marketers should understand the consumers needs and the factors
influencing their buying behavior.
 Consumers are influenced by marketing factors such design, promotion,,
positioning, distribution, and packaging. This factors influence the
consumer’s purchasing power.

Market Segmentation
 Huawei company has segmented imate 20 into three marketing segments to suit the
consumers’ needs.
 Demographic segmentation- imate 20 has been segmented in way that it meets the needs
of both genders. The imate 20 has been designed in different colors such as black green,
emerald green, and pink gold. The attractive colors were designed specifically for females
 Psychographic segmentation- this refers to designing products to suit peoples’ level of
incomes. Imate 20 was designed specifically for middle and high class people. Moreover,
the it is designed to suit a particular group of people.

How imate 20 Satisfies Consumers’ Needs
• Imate 20 has many features that can satisfy the consumers youths. The
features include its high storage capacity of 128GB, lasting battery, and the
3D camera.
• The phone can also edit videos hence satisfying the needs of those people
who like making videos and posting them on social platform such as
Instagram, Facebook, and you tube.
• The phone has high security feature including the face identification and
fingerprint sensor which increases the privacy of the users.

CONT.
• on the other hand, speed is also another aspect that is considered by consumers.
imate20 is as the world’s fastest mobile phone with its 1.4gbps LTE which supports
a wife download of up to 1733 mbps. this assists the users to enjoy rapid speed
when downloading movies and seamless connectivity anywhere anytime.
• The phone has a device that scan documents hence relieving the consumers the
need to go a cyber café to scan their documents.
• This features has satisfied the consumers needs due to the trends in the social
world.

Consumer Decision-making for imate
 before consumers make the decision to purchase the imate 20, they go
through the following consumer decision making.
 Need recognition- at this stage, the consumer identifies what type of
phone they need.
 Information search- after the consumers have identified their needs, they
begin searching for the phones with specification they need.
 Evaluation of alternatives- the consumer evaluates different alternative
present in the market. The consumers compare the availability and
quality of different phones with imate 20.

CONT.
 Purchase- at this stage, the consumer has evaluated all the alternatives
and settled for imate 20 because of its amazing features. Several factors
would have influenced the consumer to buy such reviews, price, and the
phone design.
 Post purchase behavior.- this where the consumer evaluates if the imate
20 has their needs and matches their expectations. the consumer may
compare the if the reviews made were correct and the advertised feature.
The post purchase behavior may make the consumer satisfied or
dissatisfied with imate 20.

Internal Factors Influencing a Consumer
 Lifestyle of consumers is an internal factor that may influence consumers
from purchasing imate 20, the lifestyle of consumers refers to how
individuals spend money and time
 The attitude of the consumer may also influence them to buy imate 20.
consumers with high involvement purchase are likely to purchase imate 20.
 Motivation as an internal factors comprise of the financial status of the
consumer.

External Factors
The external factors affecting the consumer purchase decision of imate 20
include;
 culture which refers to the taboos, attitudes, values of the society where
the consumer originates from.
Social class
Reference groups

Recommendations
• The imate 20 competitors like Samsung should improve their cameras
features
• They should improve its designs to suit the consumer needs by
introducing phones with different colors and designing a thin body for
their phones
• They should increase their devise storage

Summary
• Consumer behavior plays a big role in influencing the buying decisions. However,
identifying the needs of a consumer is important. The imate 20 is segmented into
demographic and psychographic segments to suit the consumers needs.
• On the other, there are internal factors such as motivation and attitudes that may
influence the consuming buying behavior.
• External factors include reference group and culture.
Before consumers makes the decision to buy imate 20, they recognize their needs, search
for information, evaluate alternatives, purchase, and make a post purchase decision.

Bibliography
• Anderson, c.K. And xie, x., 2014. Pricing and market segmentation using opaque selling
mechanisms. European journal of operational research, 233(1), pp.263-272.
• Badgaiyan, a.J. And verma, a., 2014. Intrinsic factors affecting impulsive buying behaviour—
evidence from india. Journal of retailing and consumer services, 21(4), pp.537-549.
• Fall diallo, m., Chandon, j.L., Cliquet, g. And philippe, j., 2013. Factors influencing consumer
behaviour towards store brands: evidence from the french market. International journal of retail &
distribution management, 41(6), pp.422-441.
• Furaiji, f., Łatuszyńska, m. And wawrzyniak, a., 2012. An empirical study of the factors influencing
consumer behaviour in the electric appliances market. Contemporary economics, 6(3), pp.76-86.
• Gensler, s., Verhoef, p.C. And böhm, m., 2012. Understanding consumers’ multichannel choices
across the different stages of the buying process. Marketing letters, 23(4), pp.987-1003.