Buyer Behaviour Analysis

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

1BUYER BEHAVIOUR ANALYSIS
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.