Buyer Behaviour Analysis

This report analyzes the buyer behavior for the Huawei Mate 20, including segmentation, targeting, and positioning strategies. It also explores how the Mate 20 satisfies consumer needs and wants, the decision-making process for purchasing a mobile phone, and the influences on consumer behavior. Recommendations for competitors are also provided.

Running head: BUYER BEHAVIOUR ANALYSIS
BUYER BEHAVIOUR ANALYSIS
Name of the Student
Name of the University
Author Note

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Table of Contents
1. An introduction the purpose and the content of the report.........................................2
2. Analysis of the current segmentation, targeting and positioning for the Mate 20.....2
3. Considering the ways by which the Mate 20 satisfies the needs and wants of
consumers...................................................................................................................................3
4. Considering the ways by which a consumer may go through the decision-making
process in a purchase of a mobile phone....................................................................................4
5. Analysis of how a consumer may be influenced to by the Huawei Mate 20.............6
a. Internal influences..................................................................................................6
b. External influences.................................................................................................7
6. Recommendations for competitors of the Mate 20, considering the analysis............7
7. Summary...................................................................................................................7
References......................................................................................................................9

2BUYER BEHAVIOUR ANALYSIS
1. An introduction the purpose and the content of the report
Huawei Technologies is multinational technology based organization of Chinese
origin that mainly provides consumer electronics and telecommunications based equipment
that smartphones as well. The headquarter of the organization is located Shenzhen.
Guangdong, China. The product of Huawei that will be considered for analysis in the report
is Huawei Mate 20. Huawei Mate 20 is a major product that had been launched in the market
by the organization in the year 2018 (Huawei.com. 2019). The major aspect of the product
had been low price and more features. The segmentation, targeting and positioning of the
product and the ways by which wants and needs of the consumers will be analysed in the
report in detail. The decision making process of the consumers based on the chosen product
of Huawei will also be an important part of the discussion that will be made in the report
(Huawei.com. 2019).
2. Analysis of the current segmentation, targeting and positioning for the Mate 20
The segmentation, targeting and positioning process is implemented by Huawei in
order to identify the group of customers who can be targeted with the help of its product.
Segmentation - The expectations, needs and buying behaviour of the consumers are
taken into consideration for the analysis of different segments. The buying behaviour of
heterogeneous customer groups are taken into consideration for developing proper customer
segments. The customer groups of Huawei Mate can be developed with the help of proper
information that is available based on the demands and needs of the consumers (Anker et al.,
2015). The division of markets of the product will be based on the geographic, behavioural,
psychographic characteristics of the consumers. The demographic segmentation process can
be used by the organization in order to offer the product to different types of customers.

3BUYER BEHAVIOUR ANALYSIS
Psychographic segmentation can be used in order form different groups of customers based
on different factors like, interests, attitudes, traits and values (Ashley & Tuten, 2015).
Targeting – The division of diverse customer markets or groups based on
homogeneous characteristics will be able to provide the organization with specific customers
to whom they can offer the product. The target segments need to be used by the organization
in a wise manner in order to the maintain the profitability levels (Felix, Rauschnabel &
Hinsch, 2017). The capabilities and resources of the organization will be used in an effective
manner with the help of advertisements that are targeted towards the appropriate customer
segments. The growth potential and levels of commercial attractiveness is considered to be an
important factor that can affect the product sales of Huawei Mate 20 (Fawaz, Tagashira &
Okazaki, 2018).
Positioning – After the development of the customer markets, positioning based
activities can be implemented by Huawei Mate 20 in order to develop its sales in the industry.
The positioning statement of the organization will be affected the affected the competitive
analysis in the technology industry. The process of benefit positioning and value based
positioning has been implemented by Huawei in order to launch the product in the industry
(Fernández-Ferrín et al., 2015). The major mission that has been developed by the
organization is based on the development better and connected world. The vision of Huawei
on the other hand is based on the ways by which the future information society can be
developed by the organization. The development of a strong place in the market is considered
to be an important part of the ways by which high quality services can be provided by
Huawei Mate 20.

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3. Considering the ways by which the Mate 20 satisfies the needs and wants of
consumers
The Huawei Mate 20 is mainly targeted towards different groups of customers who
belong to various levels. The products of Huawei are mainly targeted towards the premium
customers who mainly purchase the products based on levels of quality rather than the price.
However, Huawei Mate 20 has been developed with the features of Mate 20 Pro at lower
prices The product is however not considered to be inferior in comparison to the Mate 20 Pro.
The needs of a different level of customers have been targeted with the help of this product of
Huawei. The camera quality, battery life and levels of utility of the product is quite high
(Godey et al., 2016). The performance that has been depicted by the product has been able to
affect the position that is developed by Huawei in the industry. The plain Jane Mate 20 is
considered to be a product that can develop a unique position of Huawei in consumer
electronics industry. Although the product is not able to provide different cutting edge
features like the other products Mate 20 Pro, the Mate 20 has been able to fulfil the different
needs of the organization (Gómez-Suárez, Martínez-Ruiz & Martínez-Caraballo, 2017). The
lower prices of Mate 20 are considered to be a major factor that is able to attract the
customers towards the organization. The features that have been provided by the product are
able to fulfil different demands of the consumers in an effective manner. The experience that
is provided to the customers by the organization is considered to be an important part of the
features of Mate 20 (Techradar.com. 2019). Different colour options are also provided to the
customers so that they are able to choose the products from various available products. The
company also provides a screen protector inside the box in order to develop the products that
are offered by the organization. The Display of the phone and fingerprint scanner are two
other major features that are offered by Huawei in order to develop the products in an
effective manner (Hofacker, Malthouse & Sultan, 2016).

5BUYER BEHAVIOUR ANALYSIS
4. Considering the ways by which a consumer may go through the decision-making
process in a purchase of a mobile phone
The process of decision making of the consumers is considered to be an important
part of the operations of the purchase based activity that is performed by the consumers. The
purchase of mobile phones is also affected in a huge manner by the competitiveness and
maturity that has been developed by the market. This is considered to be a critical issue that is
faced by the marketers based on the ways by which they are able to understand the needs and
demands of the consumers (Manser Payne, Peltier & Barger, 2017). The major issue that has
been considered by marketers is the choice of mobile phones that is made by the consumers.
The decision making based framework is followed by the consumers of mobile phones in
different parts of the world. The marketers can thereby comprehend the behaviour of the
consumers with the support that is provided by the decision making process (Pappas, 2016).
The different steps that are a part of the consumer decision making process are as follows,
Problem recognition – The first step of consumer decision making framework
is related to the recognition of the problem. The major difference that is
evident between the actual state of the customers and the ideal state is
considered to be a problem that needs to be identified by the organization
(Petersen, Kushwaha & Kumar, 2015). The consumers mainly perceive that
problems exist in the products that are being used by them currently. The
usage of mobile phones is also affected in a huge manner by the needs and
demands of the consumers. The decision based on purchase of new mobiles
are based on changes that are constantly taking place in the technologies
(Shankar et al., 2016).
Information search – The search of information is considered to be an
important part of the decision making process. The pre-purchase based search

6BUYER BEHAVIOUR ANALYSIS
that is made by the customers is related to the effectiveness of decisions. The
mature mobile related information can be searched by the consumers in the
process (Verma, Sharma & Sheth, 2016).
Evaluation of alternatives – The proper evaluation of the alternatives that are
offered to the customers of mobile phone industry can help the organization to
satisfy the customers in an effective manner. Brand awareness of the products
has an impact on the proper evaluation of alternatives.
Product choice – This step is based on the analysis of features of the products
in order to analyse the effectiveness of products.
Outcomes – The after sales services are a major part of future operations of
the organization and the impact of sales on decision making of consumers as
well (Zhang & Benyoucef, 2016).
5. Analysis of how a consumer may be influenced to by the Huawei Mate 20
a. Internal influences
The lifestyle of consumers and the process of thinking can have an impact on the
purchase based decision that is taken by the customers. The personal thoughts of the
consumers are considered to be an important factor that can have an impact on decisions that
are made by them based on purchase of Mate 20. The psychological aspects of the consumers
also have a major impact on the ways by which they are able to make the decisions based on
purchase of the products (Verma, Sharma & Sheth, 2016). The feelings of consumers need to
be taken into consideration in order to analyse the ways by which different ideas can be
implemented in an effective manner. The motives and needs of the consumers the are a major
part of the decisions that can be made related to the choice of the product. The needs of the
consumers have a major influence on the decision making process related to the purchase of

7BUYER BEHAVIOUR ANALYSIS
Mate 20 (Zhang & Benyoucef, 2016). Consumer attitudes have an impact on the ways by
which the organization can develop advertisements based on the product. The consumers in
the modern era are thereby affected by the internal organizational environment. The
consumers also consider the quality of products that are offered to them before taking the
purchase based decisions (Shankar et al., 2016).
b. External influences
The culture and the household structure and the groups are considered to be an
important part of the external influences that can affect the decisions. The relationships
developed by the consumers with their friends have a major impact on the purchase of Mate
20 (Manser Payne, Peltier & Barger, 2017). The external factors are able to affect the ways
by which the consumers can decide to purchase the product. The prices of the products can
have a major impact on the decision making process of the consumers who wish to purchase
Mate 20 from the organization. The advertisements and messages that have been developed
by the organization are totally based on the target customers and their decision making
activities as well (Gómez-Suárez, Martínez-Ruiz & Martínez-Caraballo, 2017).
6. Recommendations for competitors of the Mate 20, considering the analysis
The major recommendations that can be provided to the customers in order to
improve the operations of Mate 20 in the industry are as follows,
The competitors need to develop the products based on proper analysis of the
demands and needs of the consumers.
The development of a proper differentiation based on the products is also an
important factor that can have an impact on the development of positions of
the organizations.

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7. Summary
The report can be concluded by stating that the organization named Huawei that has
been taken into consideration for the analysis has already developed a major position in the
industry. The product named Mate 20 that has been offered by the organization has been able
to play a major role in the ways by which Huawei can improve the customer base in the
smartphone industry. The organization will be able to develop an entirely different customer
group with the support that can be offered by the lower priced product that is packed with the
features that are also offered in the premium products that have been offered by the company.

9BUYER BEHAVIOUR ANALYSIS
References
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Hofacker, C. F., Malthouse, E. C., & Sultan, F. (2016). Big data and consumer behavior:
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