Consumer Behavior

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................2
1. Current Segmentation, Targeting and Positioning of the Huawei I Mate 20...........................2
1.1. Segmentation.....................................................................................................................2
1.2. Targeting...........................................................................................................................4
1.3. Positioning........................................................................................................................4
2. Understanding How Huawei I Mate 20 Caters to the Needs and Requirements of Consumers
4
3. Decision Making Process for Consumers when Buying a Mobile Phone................................5
4. External and Internal Influences for Consumers to Buy Huawei I Mate 20............................6
4.1. External Influences...........................................................................................................6
4.2. Internal Influences.............................................................................................................6
5. Recommendations for Competitors..........................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

2CONSUMER BEHAVIOR
Introduction
The Huawei I Mate 2 is a new smart phone that has been creating waves in the Australian
market, ever since its launch and which is being widely favored by mobile users of every age,
because of the fantastic features that it is characterized by. To capture the attention and the
interest of smart phone users and to retain this interest over a long period of time is not an easy
thing to do (Zhang and Beyonceuf 2015). This report aims to analyze the current segmentation,
targeting as well as positioning of the Huawei I Mate 2. The report goes onto discuss the various
ways by which the Huawei I Mate 2 caters to the needs and requirements of customers, mentions
why a buyer may be convinced to buy a phone product like the Huawei I Mate 2 and also
mentions the external and internal factors that customers are likely to be influenced by, when
setting out to buy a smart phone. The report concludes with a number of crucial
recommendations that ought to be taken into consideration by the rivals and competitors of the
Huawei I Mate 2 in the market, that will help them to take away some of the phone’s market
presence and give it stiff opposition in the both the short and the long term.
1. Current Segmentation, Targeting and Positioning of the Huawei I Mate
20
1.1. Segmentation
Demographics – The Huawei I Mate 2 is a phone that caters to the interest of diverse
sections of the Australian population, both men and women, boys and girls, young people as
well as old people. Any person who is in the age group between sixteen to eighty is a person
for whom the Huawei I Mate 2 is perfect for, given that it provides a person with a wide

3CONSUMER BEHAVIOR
variety of entertainment options to choose from, and which makes the professional life of a
person so much easier and smoother than what it would otherwise be. Consequently, the
Huawei I Mate 2 is a product that caters to both those who are employed and those who are
unemployed, such as students, retired people and people who are in very old age (Zhang et
al., 2018).
Psychographics – The many different features of the Huawei I Mate 2, including its front
and rear view cameras, it’s easy to navigate user interface and its strong battery life make it
perfect for use by people who are avid mobile phone users, and who find it difficult to stay
away from their phones for a long period of time. As such this is a phone that is ideal for use
by customers who are in their teens, or customers who like to spend their spare time at home,
browsing through their mobile phones. This is also a phone that is ideal for customers who
lead a busy lifestyle as it provides them with many different work related apps that can be
used to make professional life quick and easy (Zhang et al., 2018).
Behavioral – The quiet and the introverted as well as the robust and the exuberant among
consumers are certain to be able to find an interest in a phone product like the Huawei I Mate
2. This is a phone that is packed with all the entertainment apps that are needed for people of
various types of behavior and personalities to keep themselves engaged or occupied with, and
that too for significantly long hours in the day (Zhang et al., 2018).
Geography – The Huawei I Mate 2 is available for sale in all prominent cities and towns in
Australia. It is seen to be widely used by customers situated in both rural and urban areas,
including in the wide Australian outback where access to mobile connectivity is difficult and
unreliable (Zhang et al. 2018).