Buyer Behaviour and Factors Affecting It

Running head: BUYER BEHAVIOUR 0
BUYER BEHAVIOUR AND FACTORS AFFECTING IT

BUYER BEHAVIOUR 1
Executive summary:
The report deals with “Buyer Behavior” having base of a product, Huawei mate20.It
takes in consideration the perceptions of marketer and buyer. Here, critical analysis is
done by verifying if the product offered by company is worth buying or not and how far it
fulfills the needs of consumers.
Through this report practical knowledge of buyer’s perceptive is recognized. There are
several factors which affect buyer’s perspective. Under broad categories they can be
classified as internal and external factors. A marketer while designing a product should
take these points into consideration elsewise the product will not get the response the
producer so far expects.
To be in long race, a marketer must analyze competitor’s progress as well which will
make him understand market trends and form new and effective strategies.

BUYER BEHAVIOUR 2
Contents
Executive summary:....................................................................................................................................1
Introduction:...............................................................................................................................................3
Purpose:.................................................................................................................................................3
Segmentation, Targeting and positioning of iMate20:................................................................................3
Did iMate 20 satisfied customers’ needs:....................................................................................................4
Customer’s perception before purchasing a mobile phone:................................................................5
Internal and External factors influencing consumers to buy Huawei mate20:..................................6
Internal factors:.....................................................................................................................................6
External Factors:...................................................................................................................................7
Recommendations to competitors:.........................................................................................................8
Summary:...................................................................................................................................................8
References:...............................................................................................................................................9

BUYER BEHAVIOUR 3
Introduction:
This is a report based on consumer behavior. Consumer who is a potential buyer gets
affected by numerous of factors which cause variances in his behavior. The reasons for
the variances are Psychological factors, social factors, internal factors, cultural
factors, external factors etc. (Karbasivar, 2011).
Psychological factors include the age, habit, taste, perception of consumer, his
requirements, occupation, their attitude and beliefs, lifestyle, demographics, process of
thinking and making choice of buying keeping in scene the cost, features and product
appeal. Social factors include the influence of reference groups, family, status of
individual buyer. Cultural factors include the customs and traditions, values and
behavior of society which affects the potential buyer.
Purpose:
The report aims at evaluating and practically understanding the buyer’s behavior, its
influencers and the theories like Generic, cultural, environmental and internal which can
be helpful in solving issues of organization along with formulating marketing policies and
strategies.
A buyer is going to recognize the need to buy some product and will began his research
comparing the features, cost, benefits, reviews; etc. and then buy a product. After this if
he enjoys the service he becomes a loyal customer for that particular brand. In the
following, such theories will be explained along with an analysis of mobile phone
“Huawei mate20” from the vision of consumer and marketer.
Segmentation, Targeting and positioning of iMate20:
Huawei is a Chinese smartphone company founded in 1987 having its headquarters in
Shenzhen, China. It believes in building a fully connected intelligent world by its
skyrocketed smartphones. As per the statements of Richard Yu (CEO), Huawei does
not go for tactics like to increase market share, the company needs to sell more of low-
end phones instead it is going for selling top-tier phones to increase the revenue and