Buyer Behaviour Assignment Solved
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Added on 2021-02-19
Buyer Behaviour Assignment Solved
Added on 2021-02-19
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Buyer Behaviour
Table of ContentsINTRODUCTION...........................................................................................................................1Segmentation, targeting and positioning for the mate 20................................................................1How the mate 20 satisfies the needs and wants of consumers.........................................................2Consumer may go through the decision-making process in a purchase of a mobile phone............3Consumer may be influenced to by the Huawei Mate20:................................................................3Recommendation for competitors of the mate 20, considering your analysis.................................5Summary..........................................................................................................................................5REFERENCES................................................................................................................................6
INTRODUCTION Buyer behaviour is the study of how a person or a group of purchasers select and analysea service as well as product. It attempts to know the decision making process of a buyer whilechoosing a service or product out of all the different alternatives available in the marketplace.There are different factors which play vital role in whole buying process of decision making suchas demographic factors, technological factors, psychological factors, market factors i.e. price,place, promotion, product etc. Main purpose of this report is to analyse a new mobile phone fromthe perspective of a marketer and consumer (Pantano and Priporas, 2016 ). Huawei Mate20 is amobile phone which is launch recently. For this, company require to analyse buyer behaviour inrelation to the mate 20. In this report, different points will be covered such as segmentation,targeting and positioning for the mate 20. Effectiveness of mate20 towards fulfilling needs andwants of consumer will also included in this report. Influence of Internal and external factor onconsumer decision making will also addressed in this report. At last, recommendation will bemade which is provided to competitors of the mate20, it is also covered in this report. Segmentation, targeting and positioning for the mate 20Market segmentation introduces as an effective process of classifying a market ofpotential buyers into segments or groups, based on various characteristics. The segmentsdeveloped are composed of users who will respond likewise to marketing strategies as well aswho share traits including, similar needs, interests or locations (Gao, Waechter, and Bai, 2015).According to the recent scenario, mate 20 segmentation, targeting and positioning is required toanalysis the target customer segment for an organisation and to develop services and productsthat are attractive to this segment. Segmentation: It involves dividing population into different groups according to variouscharacteristics. Segmentation of mate 20 will be divided into different parts such as geographic,demographic, behavioural and psychographic. Under geographic, segmentation criteria will berelated with region and density. Under demographic, age, gender, life-cycle stage and occupationis main criteria. In behavioural, personality, user status, degree of loyalty and benefits sought ismajor criteria. psychographic factor mainly related with lifestyle and social class of user. Targeting: It implies selecting particular groups identified as an output of segmentationto sell products and services. mate 20 targets a segment of customer that want to use1
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